This huge sign is an unmistakable landmark in the Leverkusen night sky. But the Bayer Cross is much more than just a large advertising sign. As a symbol it is the most important element in the company's image and a seal of quality worldwide for Bayer's services and products.
The first Bayer trademark depicted a lion with the grid on which Saint Lawrence was martyred. The trademark was based on the coat-of-arms of Elberfeld, Germany, where Bayer was headquartered at the time. Yet the company was expanding, which had to be reflected in the new corporate logo. These relatively simple symbols were no longer sufficient by 1886.
An important factor for competitive success is the image that the public and the markets have of Bayer. Good recognition of the Bayer name and a positive image in people's consciousness can often make the difference when a customer makes a purchase decision. The Bayer Cross as a trademark is the most important element of the company's image and acts as a seal of quality for Bayer's products and services worldwide.