The Bayer Cross
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.
A technological sensation: the largest illuminated sign in the world
1933 – the first Bayer Cross
Once the 2,200 light bulbs were illuminated, the technological sensation was complete: on February 20, 1933, the first Bayer Cross became operational. It had a diameter of 72 meters, making it the "world's largest illuminated advertisement," as the Bergische Post newspaper declared at the time.
Carl Duisberg, Bayer Management Board Chairman at the time, had this to say at the unveiling ceremony: "Just as the Southern Cross serves as a navigation aid to mariners, this Cross of the West shall illuminate the heart of German industry as a symbol of confidence." Yet the Bayer Cross was to shine for only six years. On the day before World War II broke out, it was shut off to comply with the blackout regulations. It was to be another 20 years before a second Bayer Cross would set new standards.
1958 – the second Bayer Cross
On September 2, 1958 the new Bayer Cross was inaugurated in a different place, as the old one had been dismantled after the war and production facilities constructed in its place. Thus a completely new structure was erected a few hundred meters away.
The new illuminated Bayer Cross is not quite as large as its predecessor. It has a diameter of only 51 meters, instead of 72. The giant framework is supported by two 120-meter-high steel masts. In 1958, its 1,710 bulbs shone with a total power output of 65,000 watts - making the individual letters visible from a distance of five kilometers.
2009 – The Bayer Cross is seen in a new energy-saving light
At the end of 2009 new lamps light up the Bayer Cross: The 1,710 conventional 40-watt light bulbs are taken out of service and replaced by innovative light-emitting diodes (LEDs). This generates energy savings of more than 80 percent to accompany numerous other initiatives under the Bayer Climate Program. The new light-emitting diodes are filled with white oil and are weather-resistant and pollutant-free. A bayonet mount ensures the lights are securely held in the continually swaying cables.
Today the Bayer Cross is still a distinctive landmark on the Leverkusen skyline at night – except for a period in Spring and Fall each year when the lights are switched off between 10 in the evening and 4 in the morning. The reason for this is simple: to allow migratory birds returning from their winter quarters to reach their breeding grounds without being disoriented and put off their course by the light.
Our trademark: out with the lion – in with the Cross
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.
The lion was given a helmet and further details were added. To illustrate the company's globally successful business operations, the next modification followed in 1895: a lion with wings and the symbolic staff of Mercury rose up over the globe. But foreign customers could make no sense of the image. Furthermore, the company's proper name - "Farbenfabriken vorm. Friedr. Bayer & Co." - was unpronounceable for them.
This was partly the reason why a second corporate emblem was added in 1904: the Bayer Cross. This logo was not only legible in every language of the world, but was also recognizable to everyone due to its striking graphic design. In 1929, the Cross was modernized and adapted to the form we know today.
Bayer today – the modern Bayer Cross
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.
The colorful Bayer Cross has been the visual trademark of the Group since 2002. It was last revised in 2010 – fresh, modern colors symbolize the company's innovative strength.