Our
New Logo
With
consumers increasingly making their purchasing decisions as
"citizens", we decided to bring Unilever closer to
our consumers and brands. We wanted a new company identity that
would make us more visible and meaningful for our consumers
and other audiences.
However,
we didn't want to completely let go of the sense of organisational
strength and reputation that we knew our logo represented –
particularly in certain developing markets where the Unilever
'U' is already used more widely and where Unilever is already
a much more visible brand in its own right.
So,
we set out to create a new identity that clearly supported the
mission - to add vitality to life – but that maintained
the strength of the old Unilever ‘U’. We feel that
the new logo does exactly that. Moreover, our worldwide research
has confirmed that the new logo meets these ambitions.
It
tells the story of Unilever and vitality, bringing together
25 different icons that best represent Unilever, our brands
and the benefits we bring to consumers and the world in which
we operate.
Sun
- our primary natural resource. All life begins with
the sun - the ultimate symbol of vitality. It evokes Unilever's
origins in Port Sunlight and can represent a number of our brands.
Flora, Slim-Fast and OMO all use radiance to communicate their
benefits.
DNA
- the double helix, the genetic blueprint of life
and a symbol of bio-science. It is the key to a healthy life.
The sun is the biggest ingredient of life, and DNA the smallest.
Bee
- represents creation, pollination, hard work and
bio-diversity. Bees symbolise both environmental challenges
and oppurtunities.
Hand
- a symbol of sensitivity, care and need. It represents
both skin and touch.
Flower
- represents fragrance. When seen with the hand it
represents moisturisers or cream.
Hair
- a symbol of beauty and looking good. Placed next
to the flower it evokes cleanliness and fragrance; placed near
the hand it suggests softness.
Palm
Tree - a nurtured resource. It produces palm oil aswell
as many fruits - coconuts and dates - and also symbolises paradise.
Sauces
or spreads - represents mixing or stirring. It suggests
blending in flavours and adding taste.
Spoon
- a symbol of nutrition, tasting and cooking.
Bowl
- a bowl of delicious-smelling food. It can also represent
a ready meal, hot drink or soup.
Spice
and flavours- represents chilli or fresh ingredients.
Fish
- represents food, sea or fresh water.
Sparkle
- clean, healthy and sparkling with energy.
Bird
- a symbol of freedom. It suggests a relief from daily
chores, and getting more out of life.
Recycle
- part of our commitment to sustainability.
Lips
- represent beauty, looking good and taste.
Ice
cream - treat, pleasure and enjoyment.
Tea
- a plant or an extract of a plant, such as tea. Also
a symbol of growing and farming.
Particles
- a reference to science, bubbles and fizz.
Frozen
- the plant is a symbol of freshness, the snowflake
represents freezing. A transformational symbol.
Wave
- symbolises cleanliness, freshness and vigour
either as personal washing or as a laundry icon (with the shirt).
Liquid
- a reference to clean water and purity
Container
- symbolises packaging, a pot of cream associatedwith
personal care.
Clothes
- represent fresh laundry and looking good.
Heart
- a symbol of love, care and health.
