Unilever has launched a new corporate brand icon as part of its Unilever 2010 business plan and “Vitality” positioning begun in February.
“Our new Vitality mission will be key to how we shape our portfolio and set priorities for the business going forward and we will bring Vitality to life by meeting increasing consumer demands for a healthy lifestyle, convenience and indulgence through nutrition, hygiene and personal care products” said chairman Antony Burgmans and Niall FitzGerald in a statement.
“The current logo has been reliable and distinguished — and we don’t want to lose those characteristics — but not open and friendly … enough to enable us to put it onto the packs of everything we make.”
The new brand mark will first appear on packs next month and will be on all Unilever products and marketing communications by next year, when Unilever commemorates its 75th anniversary.
The logo is a capital U made up of 25 icons that symbolize Unilever’s brands. Those icons include a sun (“the ultimate symbol of vitality”) a heart (“love, care and health”), a shirt (“fresh laundry”) and a bird (“a symbol of freedom — relief from daily chores”), Unilever said.
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