“We create chemistry” is the new claim in the Basf 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 strategy announced in 2011. “Since we launched this strategy, Basf has been increasingly focusing on offering 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. 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 globally throughout the group. The other elements of the corporate design, for example the six corporate colours, will remain unchanged. In accordance with its company purpose “We create chemistry for a sustainable future”, the company’s goal is to bring together people and ideas in a process of co-creation. That’s why 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 not only to company business. 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 surely the Anniversary Celebration in Ludwigshafen on April 23, 2015.