Featured cases

2004


old logo

This is a definitive change in branding strategy, significant for Unilever's recognition of the growing importance of the corporate brand. In this internet era all is visible, including institutional responsibility. So Unilever is taking "the next step in transparency and accountability," because "consumers are demanding more and more from the companies behind the brands."

And if the corporation behind the brands is to be more visible, it makes sense to express its humanity in both purpose and personality. That is one driving reason for this logo change. New Mission and Purpose statements help explain the content:

Mission, "To add vitality to life";
Purpose, "To build great brands that help people feel good, look good and get more out of life."

The related goal, expressed in the line "One Unilever," was to assert a much stronger parent presence, on product labels and in unit signatures.

(A reasonable guess: the old mark's Twin Towers resemblance was yet another motive.)
Tony Spaeth

Design: Wolff Olins

Submitted by: Tony Spaeth, 30/11/2006
Status: Estimated by Tony Spaeth
Category: Consumer goods
Country (HQ): United States