Beiersdorf and Interbrand unify NIVEA logos worldwide
Interbrand optimized NIVEA’s visual equities to support the vision behind the global beauty brand
Hamburg / Munich, September 24th, 2009 – Through a landmark process initiated by Beiersdorf, Interbrand has unified the design of the various NIVEA brand logos.
Over the years, Beiersdorf’s NIVEA brand has successfully established itself in new segments and areas of application. On Interbrand’s 2009 Best Global Brands ranking, just released September 18, NIVEA is one of the few German brands whose value increased in 2009. The brand has grown over time and has been accompanied by a variety of platform and range concepts, resulting in a large number of different NIVEA logos.
Two of the logos designed by Interbrand (NIVEA and NIVEA for MEN) will be gradually rolled out over the entire portfolio. This step will not only harmonize the many NIVEA sub-brands, but will also represent a tangible visual consolidation of the NIVEA brand at POSs worldwide.
“As a global personal care brand, NIVEA needs a compelling image that is clear, simple, and effective,” explains Franziska Schmiedebach, Head of Global Marketing at NIVEA. “NIVEA and NIVEA for Men are strong brands and require strong, clear identifiers in order to remain firmly established in consumers’ minds in future. The new logo reflects our claims: modernity, the brand’s cosmetic values, and innovation.”
The traditional NIVEA lettering that is familiar from tins of NIVEA Creme has been retained as part of an evolutionary approach that has preserved the logo’s concise typography. This lettering forms the visual common denominator for the two new NIVEA logos. Nevertheless, the basic design of the NIVEA and NIVEA for Men logos is clearly aligned with the preferences of their target groups: the universal NIVEA logo, which is aimed at a predominantly female clientele, is harmoniously and elegantly curved and features the subtle use of silver, while the strikingly accentuated NIVEA for Men logo reflects masculine precision and modernity both verbally and visually.
Interbrand began in 1974 when the world still thought of brands as just another word for logo. We have changed the dialogue, redefined the meaning of brand management and continue to lead the debate on understanding brands as valuable business assets.
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About Beiersdorf AG
Beiersdorf AG is a cosmetics company headquartered in Hamburg, Germany, that employs just under 22,000 people worldwide and that generated sales of €5.97 billion in 2008. The company has been listed in the DAX since December 2008. Its flagship Nivea brand is the world's largest skin and beauty care brand.* Other names in its internationally successful brand portfolio include Eucerin, La Prairie, Labello, 8x4, and Hansaplast/Elastoplast. The affiliate tesa SE is one of the world’s leading manufacturers of self-adhesive product and system solutions for industry, trade, and consumers. Beiersdorf has more than 125 years' experience in skin and beauty care and stands for innovative and high-quality products.
(* Source: Euromonitor, "Skin and Beauty Care Products excluding Scents and Hair Dyes by Sales, 2008")
For more information and queries please contact
Isabel Ossenberg, Corporate Communications Manager,
T +49 (0)89 520 579 36, email@example.com
Claudia Fasse, Corporate Media Relations,
T +49 (0)40 4909 2001, Claudia.Fasse@Beiersdorf.com