Design consultancy: Landor
Advertiser: Covestro

Executive Summary

The Brighter Element: a colourful vision for a new company

The market for engineering plastics in Germany was estimated to be at USD 5,128.81 million in 2017. The market is expected to show a healthy growth rate over the forecast period (2018 - 2023), at a CAGR of 4.41%. (Mordor Intelligence)

In 2017, the Bayer Group comprised 237 consolidated companies in 79 countries throughout the world. At this time, Bayer employed 99,820 people worldwide. The Bayer MaterialScience division was worth $12.3billion. When the company announced the spin-off of its Material Science division, it posed a huge challenge to the newly-formed business and its 14,700 employees. Since embarking on the project, this has grown to 17,000. The freedom to pursue new opportunities independently was offset by the uncertainty of leaving the security of the Bayer powerhouse, and the name of Dr. Otto Bayer, father of the polyurethanes industry.