Smart system, strong brand

Preceon from Bayer Crop Science

Zwei Personen stehen am Rand eines Feldes und blicken in die weite Landschaft, während die Sonne tief am Horizont steht. Eine Person zeigt in die Ferne. Die Szene wirkt ruhig und natürlich.

Bayer Crop Science, the division of Bayer AG responsible for agricultural inputs and innovations, aims to revolutionise global corn cultivation with the Preceon® Smart Corn System. We support our client in fulfilling this ambition through effective branding and communication.

Innovative and integrated

Corn is one of the world's most important crops. Its cultivation faces not only massive climate volatility and extreme weather events, but also increasing pressure from diseases, weeds, and pests, along with a societal expectation to farm sustainably and efficiently as well as productively. 

The Preceon® Smart Corn System addresses these challenges through a holistic approach, with multiple components working together in an integrated system:

  • Newly developed Short Stature Corn hybrids,
  • Conventional and biological crop protection products
  • Tailored digital solutions aimed at enhancing efficiency and sustainability, and
  • Advisory services and a close relationship between Bayer and the farmer.

Our task was to develop a brand that matches this unique and pioneering offering in the market.

Two people in a mature cornfield reviewing data on a tablet, wearing dark branded vests, under warm overcast light.

The name says it all

With Preceon®, Bayer Crop Science not only reinforces its position as a global leader in quality within the realms of seeds, crop protection, and digital agricultural solutions, but also establishes itself as a true pioneer in the global corn market. 

This calls for a confident brand presence, starting with a distinctive name. Like the system itself, it consists of several components (each from American English), which together are unique and unmistakable – and thus globally protectable under trademark law:

  • The prefix Pre signifies being ahead of the curve, a market leader,
  • prec refers to the precision that the system's digital solutions enable in corn cultivation,
  • eon symbolises the long-term and sustainable aspect of the system, and
  • on denotes its always-on efficacy, simplicity and digital nature.
  1. Person crouching beside dry corn stalks, inspecting a halved ear of corn, wearing an olive jacket, red top, jeans, and boots in bright sunlight.
  2. Corn plant with a cutaway view of soil exposing its fibrous root system; dry, yellow-brown leaves and stalk above ground, with dense roots branching downward and outward.
  3. Close-up of two hands pointing at the lower nodes of corn stalks in a dry field, highlighting stem sections near the base; green long-sleeve shirt, soil and dried leaves, warm sunlight.

Tradition Meets Innovation

With over 100 years of multidisciplinary experience and immense innovative power, Bayer Crop Science holds a prominent position and reputation in the market. This brand equity needed to be considered in the Preceon® brand. At the same time, we wanted to emphasise how groundbreaking the approach of the Smart Corn System is. 

Preceon Logo

We achieved these goals with the algorithmic logo (in the Bayer corporate font), where the names of different components in varying weights convey the flexibility and adaptability of the system; additionally, the diagonal-dynamic elements of the logo were used in the design of the various digital and analogue materials we developed for internal and external communication.

For the brand colour, we deliberately chose fuchsia, an unusual and rarely-seen colour in the agricultural environment, yet deeply rooted in Bayer's tradition, as the dye "fuchsin" was already an important product of the young company in the mid-19th century.

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