Bayer’s trademark is seen on products, at sports events, and in TV commercials and glows at the head quarter’s site in Leverkusen
The Bayer Cross, symbol of the Bayer Group which was founded more than 150 years ago, is one of the world’s best-known trademarks. It was registered in the patent register more than 110 years ago, on January 6, 1904. Initially, the Cross was registered for use for "medications for people and animals, disinfectants, preservatives, tar dyes, and chemical preparations for dyeing and photographic purposes." Since 1914 it has also been used for the company’s crop protection products.
In the first years after its registration, the new Bayer Cross trademark was used alongside the lion and the company's name in Europe, whereas Bayer's offices outside Germany used only the new emblem on all documents and packaging. Over time, it also replaced the Bayer lion in Europe.
A milestone in the popularity of the logo and a smart marketing idea was the decision to stamp the new logo on tablets, especially Aspirin™. From 1910 this protected the company's pharmaceutical products from counterfeiting and soon became familiar to consumers as a symbol of premium quality.