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Case: Unilever 2004


2004


old logo
THE STORY

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


CREDITS

Design: Wolff Olins


CASE INFO

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


MATRIX DATA

DRIVERS

  

TOOLS

Strategic driver: 100%   
Broaden scope/scale/visibility
  Elevate public profile
 20%  x  Identifier tactics: Logo change: Symbol-dominant
    x  Identity system elements: Visual system: Typography
    x  Identity system elements: Visual system: Graphic devices
    x  Identity system elements: Visual system: Palette
    x  Identity system elements: Verbal elements: Tag lines
    x  Change event : High visibility: Campaign
Change internal culture
  Refresh & redirect competitive energy
 20%  x  Identifier tactics: Logo change: Symbol-dominant
    x  Identity system elements: Visual system: Typography
    x  Identity system elements: Visual system: Graphic devices
    x  Identity system elements: Visual system: Palette
    x  Identity system elements: Verbal elements: Tag lines
    x  Change event : Medium visibility: Launch event
Change internal culture
  Transfer affiliation from unit to parent
 10%  x  Identifier tactics: Logo change: Symbol-dominant
    x  Change event : Low visibility: Memo
Change expressed personality
  Renew/refresh public image
 20%  x  Identifier tactics: Logo change: Symbol-dominant
    x  Identity system elements: Visual system: Typography
    x  Identity system elements: Visual system: Graphic devices
    x  Identity system elements: Visual system: Palette
    x  Identity system elements: Verbal elements: Tag lines
    x  Change event : High visibility: Campaign
Change perceived composition
  Modify parental 'umbrella' presence
 20%  x  Identifier tactics: Logo change: Symbol-dominant
    x  Change event : Low visibility: Memo