Design

Colors

Colors are an essential part of our BASF brand identity, also in the agricultural sector. This guide provides specific color definitions for digital applications, information on their usage, and an easy way to copy color values.

Color palette

These are the colors we currently use for the BASF Agricultural Solutions' environment. Light green is our primary color, with dark green used in some areas. You may also complement this color pair with gray gradients.

Primary colors

Light green

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Copytext gray

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White

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Neutral

Black

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Grayscale for web

Dark gray

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Light gray

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Background gray

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Secondary colors

Pale light green

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Pale dark green

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Dark green

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Signal colors

Warning

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Error

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Info: Please use the contrast checker to verify your color combinations and ensure that your information-bearing elements are readable. https://webaim.org/resources/contrastchecker/

Overlay & gradient

In order to ensure that text or other content on images have sufficient contrast, we use either an overlay or a gradient. The overlay appears as 80% light green, while the gradient ranges from 60% black to 0% black.

We incorporate the overlay in various modules within the website. For example, it is placed on the stage behind the headline to enhance the contrast with the background. Additionally, the gradient is used in the news cards to establish an appropriate contrast between text and the background image.