BASF prepares for its 150th anniversary in 2015

Accordingly, the German-based company is introducing a new claim “We create chemistry” in its logo which was evinced how the company collaborates and innovates with customers and partners to contribute to a sustainable future.

The new claim derives 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 functionalised 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’,” shared Kurt Bock, chairman of the Board of Executive Directors of BASF.

“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,” he added.

“We create chemistry” will initially 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 colours, 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 the co-creation process.

The company, therefore, 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.

“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.

In respect to focus of BASF’s anniversary programme, the company has identified three topics where chemistry plays an important role including urban living, smart energy and food.

Further details of the anniversary programme 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.

BASF had sales of about €74 billion ($95.8 billion) in 2013 and over 112,000 employees as of the end of the year. The company’s portfolio ranges from chemicals, plastics, performance products and crop protection products to oil and gas.