Industry News

BASF Coatings Wins the Red Dot Award: Communication Design for its Automotive Color Trends

Published on 2012-08-28. Author : SpecialChem

MÜNSTER -- BASF Coatings and the design agency "Are We Designer" are joint winners of the "red dot award: communication design" for the design of their global color trend book. The "red dot award" is one of the world's most prestigious design awards. Over 6,000 works from 43 countries were submitted in the communication category alone. The designers at BASF Coatings impressed customers in the automotive industry and the jury with their unique portrayal of automotive color trends in their trend book.

Every year, BASF Coatings publishes a limited-edition global trend book exclusively for automotive customers. Automotive designers use it as a source of information and inspiration. The trend book describes the social movements and developments researched by the designers. The resultant color trends are illustrated in the trend book with original coated color samples. This is the seventh time that BASF has collaborated on this book with Cologne-based design agency "Are We Designer".

Paint is More Than Just Color

The challenge with the trend book was not just to portray the complex trends in a comprehensible way and bridge the gap to the associated colors. "Putting colors and their fine nuances on paper is difficult. Another factor is that the effect of our coatings is based on the interaction of color, effect and the surface it is applied to," said BASF Designer Mark Gutjahr. Therefore, the color section was completed with individually coated samples that show automotive designers what is possible or could possibly be achieved. On the basis of these color suggestions, the specific car colors can be developed in collaboration with the automotive companies.

"With the 'red dot', we have won one of the world's most important design awards; in 2011, we won the Materialica Design + Technology Award and a prize in the Automotive Brand Contest for the color innovation XFine®. This shows that we are on the right track with our color developments and the way in which we are preparing and illustrating them for the automotive industry", states Dr. Wolfgang Reckordt, Head of Marketing for Automotive OEM Coatings Europe at BASF.

Red Dot as a Seal of Quality

The North Rhine-Westphalia Design Center (formerly Industrieform e.V.) has been rewarding outstanding design since 1954. The coveted "red dot" has become established as an internationally recognized seal of quality, and is awarded in the three disciplines of product design, design concepts & prototypes and communication design. In the communication design category, the 15 jurors - international design experts - make their decisions based on criteria such as recognition value, social relevance, target group-oriented approach, originality and aesthetics. The works that received the red dot will be on display from October 25 to 28, 2012 in the special exhibition "Design on stage - winners red dot award: communication design 2012" at the Alte Münze in Berlin.

About BASF Coatings

BASF Coatings develops, produces and markets a high-quality range of innovative automotive OEM coatings, automotive refinishes and industrial coatings as well as decorative paints. BASF has significant market positions in the Coatings sector in Europe, North America, South America and the Asia Pacific region. In 2011 BASF Coatings achieved global sales of 2.8 billion Euros.

About BASF

BASF is the world's leading chemical company: The Chemical Company. Its portfolio ranges from chemicals, plastics, performance products and crop protection products to oil and gas. They combine economic success, social responsibility and environmental protection. Through science and innovation they enable their customers in almost all industries to meet the current and future needs of society. Their products and system solutions contribute to conserving resources, ensuring healthy food and nutrition and helping to improve the quality of life. They have summed up this contribution in their corporate purpose: We create chemistry for a sustainable future. BASF posted sales of about €73.5 billion in 2011 and had more than 111 ,000 employees as of the end of the year.

Source: BASF

The Chemicals Sales & Marketing Toolbox
Back to Top