BASF Prepares for its
150th Anniversary in 2015
BASF is introducing a new claim “We create chemistry” in its logo. This change to
the company’s brand identity underlines
how BASF collaborates and innovates with
customers and partners to contribute to a
sustainable future. The new claim is derived
from BASF’s “We create chemistry” strategy, which was announced in 2011. “Since
we launched this strategy, BASF has been
increasingly focusing on offering its customers functionalized products and solutions
based on chemistry as a clever combination
of compounds. It is therefore the right time
to make the next step and move from ‘The
Chemical Company’ to ‘We create chemistry.’ The new claim refers not only to science
but also to the chemistry between people,
which is at the core of BASF and its brand,”
explained Kurt Bock, chairman of the Board
of Executive Directors of BASF.
Initially, “We create chemistry” will
mainly be used in the logo in circumstances directly related to the company’s
150th anniversary. As of January 1, 2015,
it will be applied broadly throughout
BASF. The other elements of BASF’s corporate design, for example the six corporate colors, will remain unchanged.
In accordance with its company purpose “We create chemistry for a sustainable future,” BASF’s goal is to bring
together people and ideas in a process of
co-creation. BASF is inviting people to collaborate on developing solutions to global
challenges related to urban living, smart energy and food throughout the anniversary
year. To spark the discussion, the company
has launched an interactive platform called
Creator Space online at www.creator-space.basf.com. Here, customers, scientists,
the public and BASF experts are invited to
exchange thoughts and ideas.
In 2015, insights from the online
conversation will form the basis for discussions at numerous live and virtual
co-creation events around the world. The
aim is to use the anniversary year to drive
innovation and make a lasting contribution to society and BASF’s business.
“Our 150-year history shows that chemistry is an enabler for new ideas and solutions. Innovation in the 21st century will
require new strategies and tools, and social
networks are an important part of the mix.
We invite everyone to join the conversation
on Creator Space online,” said Bock.
Anniversary discussions
focus on three topics
By 2050, there will be more than nine bil-
lion people living on Earth. The needs of
the growing world population for good
living conditions, energy and food can
only be met through innovations. BASF
has identified three topics where chemis-
try plays an important role that will form
the focus of the anniversary program:
• Urban living: It is estimated that
more than 70 percent of the world pop-
ulation will be urban dwellers by 2050.
As cities grow rapidly, so do the social,
environmental and economic challeng-
es, for example, in ensuring fresh water
supply, improving waste management
as well as offering efficient and acces-
sible mobility and housing.
• Smart energy: Dramatically rising
energy demand is one of the world’s most
pressing challenges. A smarter energy future requires deriving more cost-efficient
energy from clean and renewable resources like wind and solar, increasing energy
efficiency and improving the storage and
transportation of energy.
• Food: The challenge of feeding the
world’s growing population by providing
a sustainable supply of food is one of the
most crucial in the next decades. Avoiding
food loss and food waste, ensuring nutritious food and improving the efficiency of
food production is necessary to prevent
undernutrition and malnutrition.
Further details of the anniversary program will be announced at a press conference on December 4, 2014, and then there
will be regular updates on all activities on
Creator Space online. One highlight of the
year will be the Anniversary Celebration in
Ludwigshafen on April 23, 2015. CW
Index to Companies
This index gives the starting page for a department or feature with a significant reference to a manufacturer of paint, coatings, adhesives and sealants
Subsidiaries are indexed under their own names.
AkzoNobel......................................................................................... 10, 32, 106
Axalta ....................................................................................................... 10, 38
BASF ............................................................................................................... 10
Behr ................................................................................................................ 10
Benjamin Moore ............................................................................................. 10
Hempel ........................................................................................................... 34
Henkel ............................................................................................................ 10
HMG Paints.................................................................................................... 10
Jotun ............................................................................................................... 32
Kelly-Moore.................................................................................................... 10
Lord Corp. ...................................................................................................... 10
PPG.............................................................................................. 10, 38, 34, 101
Rodda Paints................................................................................................... 10
Royal Adhesives and Sealants.......................................................................... 10
Sherwin-Williams ............................................................................... 10, 32, 101
Tikkurila ......................................................................................................... 34
Weg ................................................................................................................. 38
