BASF, the world's largest chemical company, has a new slogan. The new claim - 'We create chemistry' - echoes the company's, "We create chemistry" strategy, which was announced in 2011. "Since we launched this strategy, BASF has been increasingly focusing on offering its customers functionalized products and solutions based on chemistry as a clever combination of compounds," explained Kurt Bock, chairman of the board of executive directors of BASF. "It is therefore the right time to make the next step and move from 'the chemical company' to 'We create chemistry.'"
Chemistry, in this case, refers not only to science but also to the chemistry between people. "This is at the core of BASF and its brand," stated Bock. The new slogan will initially be used in the logo in circumstances directly related to the company's 150th anniversary. As of January 1, 2015, the start of the anniversary year, it will be applied broadly throughout BASF.
An important facet of BASF's 'We create chemistry' strategy has been the development of a new process for steering its portfolio based on sustainability criteria. Called the Sustainable Solution Steering method, it is an externally validated process that is used to systematically review and evaluate the sustainability aspects of the approximately 50,000 relevant product applications in the company's portfolio, by measuring the products' contribution to sustainability within their various markets and industries. The process also looks at the steps that are necessary in order, where possible, to increase this contribution.