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Friday, 14 May 2004


The Financial Times reports that Unilever is spending €10 million on a new logo that is meant to make the logo more “open and friendly”. The aim of the rebranding is to meet the company’s new self-proclaimed new mission, which is to "add vitality to life" by meeting "everyday needs for nutrition, hygiene and personal care with brands that help people feel good, look good and get more out of life." From July, the logo will be a giant “U” composed of 25 “icons” that represent elements of Unilever’s business, such as a the sun which is meant to be "the ultimate symbol of vitality"; a bird, "a symbol of freedom" and "relief from daily chores"; and a shirt, which "represents fresh laundry" and "looking good".

From a trade mark point of view, the IPKat applauds this iconography that suggests the qualities of the goods without describing them directly. However, he wonders how consumers will react to these quite conceptual embodiments of Unilever’s brand values.

More giant Us here
More corporate iconography here, here and here

1 comment:

Anonymous said...

The new logo is more complex: harder to counterfeit.

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