Henkel is strengthening its strategic position and growth with a new corporate brand identity.
Henkel has unveiled its evolved and redesigned corporate brand identity. Developed in collaboration with MetaDesign (the consultancy segment of Publicis Groupe Germany), the new identity will strengthen the strategic positioning of the company as a pioneer with responsibility for the good of future generations expressed by a dynamic new appearance.
“The Henkel brand expresses who we are, what we stand for and what we do to different target groups worldwide. That’s why a strong corporate brand with global recognition is important, not only for us, but for all our stakeholders. It creates unity, provides orientation, enables differentiation and conveys emotion,” stated Rabea Laakmann, Head of Corporate Branding & Communications Strategy at Henkel.
The new design combines flexibility, diversity and dynamism with simplicity and clarity, reflecting also the company purpose “Pioneers at heart for the good of generations”. It will provide a clear and binding framework for the interaction between the Henkel corporate brand, the two future business units – Adhesive Technologies and Consumer Brands – and their product range.
The identity modernises the brand without changing the Henkel logo and the core colours red and white. At the same time, new colour combinations and the typeface Henkel GT Flexa bring variety and dynamism into play.
“The Henkel brand is undergoing a transformation. It has a strong heritage, purpose and culture of innovation. And now also a strong brand identity. The new design is true to the brand’s roots and supports the transformation of the company,” has commented Diana Brix, Managing Director of MetaDesign Düsseldorf.
The visual identity can be flexibly adapted for any application, from digital to print to events, in order to meet the requirements of the various units and target groups. Henkel has also hosted several communication activities to launch the new corporate identity, as a way to make the brand tangible for both internal and external audience: the new Henkel Brand Hub explains the brand strategy and design and offers best practices and templates, while individual consulting and interactive brand trainings complement the global implementation.
“MetaDesign has supported us in developing the new brand identity with strategic vision, creative excellence in brand design and close and very good collaboration. Together, we are looking forward to leading the iconic Henkel brand further into the future,” concluded Laakmann.