Image Campaign
“LANXESS Moves Chemistry”
The new image campaign started with its new motto at the end of October, 2006. It embodies the dynamic LANXESS brand: Energizing Chemistry.
More than a chemistry company
LANXESS grew out of a fusion of the chemistry and polymer sides of the Bayer corporation, a name that marks a long tradition of innovation and success and offers us over 140 years of history to support our new aspirations and will to succeed: we want to be more than a chemistry company. We want to shape new markets and widen our role as a responsible, compassionate, global organisation. And we want to be the driving force in the chemical industry. Over the last three years we set a new course for an assertive, future-minded approach.
A high performance brand
Our remit was to create a powerful brand name that symbolizes strength, success and global competence. It must also inspire trust though local accountability, character and compassion for the environment.
One of the best photographers in Germany, Kai-Uwe Gundlach out of Hamburg, gave us his support in seeking out the visual realisation of our corporate image. He travelled extensively seeking out just the right imagery to create pictures of magnitude and originality. With a unique play between color and light he breathes life into scenes characterizing confidence, growth and initiative.
