How BayWa got its green

He designed the logo for Lufthansa and the 1972 Olympic Games in Munich. Aicher never thought in purely formal terms: "Beauty depends on the right thing and the right thing must unfold in the best aesthetics," Aicher wrote in his late work "The World as Design". Fifty years ago, he designed the striking green square that still characterises BayWa's brand identity today and will continue to do so in the future. Aicher thus created a timeless central design element that is still used today for the entire design of digital and analogue brand communication: the square nucleus for the green BayWa identity.

Everyone has different feelings when it comes to the colour green. Green has a calming effect, which is why it is used as a positive signal colour all over the world. In every culture, the colour stands for nature, growth and life itself. It was therefore an obvious choice for a company that has always traded in agricultural goods to have a green logo. However, Otl Aicher was probably not aware at the time that he was already setting the course for the future.

BayWa is changing, and so is the brand. The green logo is the constant that provides stability in a rapidly changing world. Values and principles are important for finding your way. That is why BayWa also has a timeless brand essence:

The bond. A deep, sincere promise to customers, employees and future generations. A promise that remains, no matter what.

Under this motto, a corporate design has developed around the logo that holds everything together: Every visual, content-related and personal point of contact with the BayWa brand should convey this feeling of solidarity.