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Case: Unilever 2004
![]() 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." 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.) CREDITS Design: Wolff Olins CASE INFO Submitted by: Tony Spaeth, 30/11/2006 |
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 | ||