Magazine article Marketing

Unilever in Radical Identity Overhaul

Magazine article Marketing

Unilever in Radical Identity Overhaul

Article excerpt

Unilever is to unveil a radical new logo that will serve as the corporate identity for the group and appear on packaging for 540 of its brands.

It depicts flowers, animals and stars, and is a marked design departure for the group, which has used its corporate blue 'U' since the 70s.

It is in line with Unilever's mission 'to add vitality to life', restated by chairman Niall FitzGerald at the announcement of its full-year results last week.

He said: 'We must meet everyday needs for hygiene, nutrition and personal care with brands that help people feel good, look good and get more out of life.'

A Unilever spokesman confirmed that it was revamping its identity, but would not expand on the exact use of the logo. He said it would be shown to employees before a global roll-out later this year.

The logo has been designed by Wolff Olins, which declined to comment on details of the identity. Marketing has obtained an early black-and-white version of the design, after revealing that a redesign was under way last year (Marketing, December 19 2003). …

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