BASF is the name of the world’s biggest chemical company. It was established in 1865 in Germany and today distributed its products across the globe, having its production facilities on all the continents. The company has a yearly revenue of almost 69 billion euros.

Meaning and history

BASF Logo history

The modern history of the BASF visual identity started in the early 1980s, when the company chose the style, perfectly reflecting its values, character, and approach. Since that time the logo was redesigned only once, in 2004, but when you look at two versions, you definitely see the connection, so the BASF visual identity is very consistent.

The 1980s – 2004

BASF Logo-1980

The logo, designed in the 1980s was composed of a bold black inscription with a stylish yet minimalist emblem on its left. The lettering in a traditional geometric sans-serif looked solid and confident, evoking a sense of reliability and trustworthiness, while the red emblem with its thin smooth lines added to the creativity and passion of the company.

The emblem was composed of a red swirl, placed inside a white square. In the middle of the swirl there was one bold red dot, and on the upper part of the square — red “BASF” lettering in thin sand-serif.

2004 – Today


The logo was redesigned in 2004, keeping the style of the previous version. Though the color palette and emblem were changed, the inscription is still executed in a traditional and bold sans-serif typeface with clean straight lines, sharp angles, and distinct cuts.

The emblem now features two squares — the left one is bigger and featured a thick gray outline, while the one on the right is small and solid-colored gray. The size of the smaller square is just the same as the white part of the bigger one, so it looks like a puzzle, where one detail is split into two.

Another significant change of the BASF visual identity is the tagline, which was missing in the previous version. Now “The Chemical Company” inscription is placed under the main wordmark. Each word is written in a title case and features a simple yet perfectly balanced sans-serif for thin clear lines.