With a rich history spanning more than 150 years, Nestle is one of the largest food and beverage companies in the world. Its logo has been an important part of the company’s identity throughout its existence. In fact, it has evolved significantly since the company’s founding in 1866 and has kept the familiar visual elements. The history and evolution of the Nestlé logo provide insights into the growth of the company. This article traces the origins and evolution of the Nestlé logo design over the years.
The Genesis of the Logo (1866–1868)
The original Nestlé logo was based on the coat of arms of the family of the founder, Henri Nestlé. It featured a single bird sitting on a nest. This was a reference to the family name, which translates from German to mean “the nest.” The design featured a traditional shield, or coat of arms, with an image of a bird in the middle. Besides, it had a metal helmet with plumage replacing the crown.
(1868-1938)
A unique emblem was designed for the brand in 1868, which featured an image of a nest on a branch with four birds in it, where one was the mother bird and the rest were baby birds waiting for the mother bird to feed them. This detailed picture was a special creation for Nestlé, inspired by its founder.
(1938-1966)
During the 1900s, the Nestlé brand refined its logo a little. It took some detail away from the picture of the birds and placed a large wordmark on top. The bold black wordmark was written in all capital letters and highlighted the strength of the company.
(1966–1988)
In 1966, the bold, rounded typeface of the nameplate was changed to a stricter and more geometric one. The lines were clean and straight, and the cuts and serifs were distinct and confident. This era of the Nestlé logo lasted until 1988.
(1988-1995)
In the 1980s, Nestlé decided to move the positioning of its logo wordmark and place it underneath the image of the birds in the nest instead. This helped to draw attention to the distinct elements of the logo and made the image more modern and engaging. The Nestlé birds also changed slightly, with two baby birds sitting in the nest rather than three and fewer details overall. The wordmark was replaced with a sans-serif font featuring a line through the top of the wording, and the letters were depicted in lowercase.
(1995–2015)
Both the graphical and text parts of the Nestlé logo were refined in 1995. The typeface was changed to a cleaner and sleeker one, with the angles softened and the lines thickened. At the same time, the image became less detailed and more solid. This version of the logo remained in use until 2015.
(2015–Present)
The redesign of 2015 kept the iconic composition of the Nestlé logo almost untouched. However, the logo was enlarged, which made the whole logo look more balanced and solid. This subtle change had a significant impact and created a harmonious visual that conveyed strength and stability.
(2018–Present)
The redesign of 2018 introduced an iconic Nestlé logo in a new colour palette. It also contained black contours of the nest with the birds and the recognisable logotype. Both of them are now set in a brownish-golden shade, which is instantly associated with chocolate, sweetness, and warmth.
The Elements of the Nestle Logo
Font
Nestlé has a distinctive font that is exclusively for its logo and branding. It closely resembles the popular Helvetica Rounded Bold typeface. This approachable style is in sharp contrast to the earlier, bolder Nestle logos. It reflects the company’s desire to gain wider accessibility.
Colour
While initially using a brown and white colour palette, contemporary Nestlé logos go for sleek black and white or grey and white colour schemes. The custom typography and simplified colours create a uniquely recognisable and memorable visual identity for Nestlé.
Finally
The evolution of the Nestlé logo since 1868 shows the incredible growth and history of the company. The logo evolved over 150 years, from Henri Nestlé’s ornate signature to the sleek, modern wordmark of today. Throughout the changes in typography, colour, complexity, and graphic style, Nestlé retained aspects or elements that tied it back to its origins. The logo encapsulates key brand elements, such as the Nestlé name, Swiss heritage, and its positioning in the food and nutrition industry.