BASF launches an interactive platform called Creator Space

BASF is taking its next step in moving from being 'The Chemical Company' to claiming in its logo that 'We create chemistry' to underline how it collaborates and innovates with customers and partners to contribute to a sustainable future.

'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 1 January 2015, it will be applied broadly throughout BASF. The other elements of BASF’s corporate design will remain unchanged.

BASF is inviting people to collaborate on developing solutions to global challenges related to food, smart energy and urban living throughout its 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.

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

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.

By 2050, there will be more than nine billion 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 chemistry plays an important role that will form the focus of the anniversary programme:

• 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.
• 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.
• Urban living: It is estimated that more than 70% of the world population will be urban dwellers by 2050. As cities grow rapidly, so do the social, environmental and economic challenges, for example, in ensuring fresh water supply, improving waste management as well as offering efficient and accessible mobility and housing.