Trivia
BASF has always promoted themselves as ‘The Chemical Company’. Their new 2004 logo uses two inverted square symbols that are designed to represent a key and a lock, which tells their customers that BASF will work with them to solve their problems. Although I think you already learned in kindergarten how to operate this key, it won’t hurt to tell you and might help you to perceive this is in fact as such a block and hole.
The simplicity of this logo makes it, maybe dull, but most of all very strong. An excellent logo designed already a decade before, similar to this 2004 BASF logo, is the Canvas logo for the similar named Belgium movie channel.
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