You've probably seen the BASF commercials. We don't make the products you buy, we make the products you buy better.

A slogan definition would be, "A catchphrase representing a product and a company, communicating the key message you want consumers to associate with your brand."

In short, “We create chemistry” represents the core of our company and of the BASF brand. Together, the lettering “BASF”, the square components and our claim “We create chemistry” form an inseparable unit. We use the claim in English all over the world. It is part of the logo and is never translated.

Your slogan shouldn't be at most 10 words since you should keep in mind that your target audience has a limited attention span. Try to keep it simple. Even better would be to add some rhyme. However, you may make a small exception if necessary.

How do you write a catchy slogan?

1. - Play on a popular phrase (Adidas: Impossible is nothing)
2. - Keep it short and punchy (Apple: Think different)
3. - Use onomatopoeia (Mazda: Zoom Zoom)
4. - Include your brand's name (Dunkin' Donuts: America runs on Dunkin')
5. - Aim to inspire (L'Oreal: Because you're worth it)

BASF is an acronym for Badische Anilin- und Sodafabrik (German for 'Baden Aniline and Soda Factory'). It was founded by Friedrich Engelhorn on 6 April 1865 in Mannheim, in the German-speaking state of Baden. Engelhorn had been responsible for setting up a gasworks and street lighting for the town council in 1861.

The biggest chemical producer in the world, German company BASF is a political powerhouse and has used its influence to push back against chemicals regulation in the EU. No wonder, when its products include 'forever' chemicals and hazardous pesticides.

How to Create a Slogan

1. Decide what you want to say. Answer a few basic questions about what you want to accomplish with your slogan.
2. Keep it simple. You might have a lot you want to say about your business, but it's best to keep your message clear and concise.
3. Establish your company's voice.
4. Brainstorm your slogan.

A slogan (otherwise known as a tagline, or strapline) is a catchphrase that communicates further information about your product, service, or brand. Slogans can either be clear representations of what you offer or used to evoke an emotion associated with your brand. For example, “Wedding Photographer” or “Just Do It”.

As the world's largest chemical company and industry leader, BASF has companies in 90 countries. We operate around 240 production sites worldwide – including Ludwigshafen, the world's largest integrated chemical complex owned by a single company.

The most important of the division's product groups include amines, diols, polyalcohols, acids and specialties. Intermediates are used as starting materials for coatings, plastics, pharmaceuticals, textile fibers, detergents and crop protectants.

10 important tips for creating an impressive slogan

1. Understand the heart of your brand.
2. Know what makes you special.
3. Tell a story.
4. Know your target market.
5. Keep it simple.
6. Make it classic and timeless.
7. Make it catchy.
8. Keep it consistent with your brand voice.