05 april 2018

Combining tradition with modernity

Bayer hones its brand profile

Dynamic, open, personal: From today forward, these attributes will be the new public face of the Bayer brand.

Leverkusen, April 4, 2018 – Dynamic, open, personal: From today forward, these
attributes will be the new public face of the Bayer brand. As CEO Werner Baumann
explained: “Our brand is our most important distinguishing feature. People from all over
the world have been placing their trust in Bayer for more than 150 years.” The new brand
thus reconciles Bayer’s long heritage with the challenges facing a large, multinational
company in today’s digital world especially. With the company’s focus on health and
nutrition, it was time to reflect these changes in Bayer’s brand.

The evolution of Bayer’s brand is evident in all areas: in online and offline visual and
audiovisual media, in the legendary Bayer Cross logo, and in the color scheme,
photographic style and font used. Bayer’s colors and images are now more vibrant, warm
and dynamic. Its external look is more open and cosmopolitan, and the Bayer Cross has
been carefully adapted to meet the needs of today’s digitally connected world. At the
same time, the look remains unmistakably that of the Bayer brand – after all, the name
has represented expertise and quality the world over since 1863.

Read more about this subject in the recent blog post by Dr. Michael Preuss, head of
Communications and Public Affairs at Bayer:
https://www.magazine.bayer.com/en/a-strong-brand-can-t-rest-on-its-laurels.aspx

About Bayer
Bayer is a global enterprise with core competencies in the Life Science fields of health care and agriculture. Its products and services are designed to benefit people and improve their quality of life. At the same time, the Group aims to create value through innovation, growth and high earning power. Bayer is committed to the principles of sustainable development and to its social and ethical responsibilities as a corporate citizen. In fiscal 2017, the Group employed around 99,800 people and had sales of EUR 35.0 billion. Capital expenditures amounted to EUR 2.4 billion, R&D expenses to EUR 4.5 billion. For more information, go to www.bayer.com.

Forward-Looking Statements
This release may contain forward-looking statements based on current assumptions and forecasts made by Bayer management. Various known and unknown risks, uncertainties and other factors could lead to material differences between the actual future results, financial situation, development or performance of the company and the estimates given here. These factors include those discussed in Bayer’s public reports which are available on the Bayer website at www.bayer.com. The company assumes no liability whatsoever to update these forward-looking statements or to conform them to future events or developments.