Unilever happens to be one of the leading multinational consumer goods companies in the world. It has its footprint in more than 200 countries and its product range straddles verticals like personal care, household items, tea, cosmetics, and food, among others. The evolution of its logo reflects the company’s growth, diversification, and commitment to sustainability. This article explores the history and development of the Unilever logo and traces its changes from its early days to the modern era.
The Genesis of the Unilever Logo (1967 – 2004)
Unilever was founded in 1929 following the merger of the British soap manufacturer Lever Brothers and the Dutch margarine producer Margarine Unie. The initial branding of Unilever was simple and functional and was crafted in the year 1967. It featured a stylised letter “U” where the top vertical parts looked double and pointed. The vertical bars of the letter looked like arrows and appeared like two towers.
Looking fresh, friendly, and bright in a blue and white colour palette, the logo had the brand name placed underneath and written in title case using an extended serif typeface. The logo was straightforward, which exuded a corporate and industrial feel that was suitable for a company dealing in essential consumer goods.
(2004 – Present)
A significant shift in the branding of Unilever occurred in 2004 when the company introduced a radically redesigned logo. Designed by Wolff Olins, the new logo featured a large, blue letter ‘U’ composed of 25 distinct icons. Each icon represents different aspects of the diverse product range of Unilever, such as food, hygiene, and personal care.
This innovative design reflected Unilever’s commitment to sustainability, innovation, and its wide-ranging consumer goods. The blue colour was retained to symbolise trust and reliability. The intricate, organic design also emphasised Unilever’s dedication to environmental responsibility and the interconnected nature of its products and services.
The Elements of the Unilever Logo
Font
Lee Coomber and Miles Newlyn designed a distinctive wordmark using custom glyphs. While there are some vaguely similar fonts, such as Olivier and Desyrel, they replicate a loose, semi-connected handwriting style where only certain letters are joined.
Colour
Since 1990, the company’s signature colour has been blue. And after a rebrand in 2004, the shade deepened, which enhanced the logo’s clarity.
The History of Unilever
Unilever’s history can be traced back to the late 19th and early 20th centuries with the formation of two separate companies:
Lever Brothers (UK) – It was founded in 1885 by William Hesketh Lever and his brother James in England as a soap manufacturing company. Their first major product, Sunlight Soap, was introduced in 1886, which aimed to promote hygiene and affordability for the masses.
Margarine Unie (Netherlands) – In the Netherlands, several margarine companies merged in the early 20th century to form Margarine Unie in 1927. Margarine, like soap, was made from vegetable oils, which made the two companies natural business partners.
In 1929, Lever Brothers and Margarine Unie merged to create Unilever, which is a name derived from both companies. The merger was based on the shared sourcing of raw materials and operational synergies. The new company focused on both soap and margarine production, and expanded rapidly into markets across Europe and beyond. By the 1930s, Unilever had a presence in several countries, including the United States, Africa, and Asia. It acquired local brands and diversified its product range.
During the Second World War, the supply chains were severely disrupted. However, Unilever adapted by investing in alternative raw materials and localising production. And after the war, Unilever began expanding beyond soap and margarine by acquiring businesses in food, personal care, and household products.
Unilever continued its diversification strategy and acquired brands across different categories as follows:
- Food & Beverages—The company acquired Birds Eye (frozen foods), Lipton (tea), and Brooke Bond (tea) to strengthen its food portfolio.
- Personal Care & Household Products—Unilever entered the personal care market with brands like Dove, Lux, and Rexona.
- Emerging Markets—The company expanded into Latin America, Africa, and Asia by tapping into the growing consumer markets.
- Brand Streamlining—In the 1990s, Unilever owned hundreds of brands. To improve efficiency, it reduced the number to around 400 and focused on key global brands.
- Major Acquisitions—In 2000, Unilever acquired Bestfoods, which brought brands like Knorr and Hellmann’s into its portfolio.
- Sustainability Initiatives—By the 2000s, Unilever prioritised sustainability and launched initiatives like the Unilever Sustainable Living Plan in 2010.
- Health & Wellness Focus—The company shifted towards healthier food products and natural ingredients in personal care items.
- Major Acquisitions—In 2017, Unilever acquired Sundial Brands, which was a natural skincare company. In 2022, it restructured into five business divisions: Beauty & Wellbeing, Personal Care, Home Care, Nutrition, and Ice Cream.
- Headquarters Shift—In 2020, Unilever unified its legal structure and established London as its single headquarters.
Interesting Facts About Unilever
- Unilever operates in over 190 countries and has products that are used by 3.4 billion people daily.
- Unilever was formed in 1930 through the merger of the Dutch margarine company Margarine Unie and the British soap maker Lever Brothers.
- Some of the famous brands that are part of Unilever’s portfolio include Dove, Knorr, Lipton, Magnum, Hellmann’s, Vaseline, Axe, Sunsilk, and Ben & Jerry’s.
- Unilever was one of the first major companies to set sustainability goals. These goals aimed to make its business more environmentally friendly and socially responsible.
- Unilever owns Magnum, Ben & Jerry’s, Wall’s, and Cornetto, thereby making it the world’s biggest ice cream manufacturer.
- Unilever has R&D centres across the world and spends over €1 billion annually on research to develop new and improved products.
- In the 1890s, Lever Brothers (which later became Unilever) was one of the first companies to advertise a branded product, the Sunlight Soap.
- The tea brands owned by the company include Lipton and Brooke Bond, which make Unilever one of the largest tea sellers in the world.
- Unilever has pledged to halve its use of virgin plastic by 2025 and collect more plastic than it sells.
- Unilever is one of the few companies with dual headquarters. It is located in London (UK) and Rotterdam (Netherlands).
Finally
The Unilever logo has undergone a remarkable transformation from a simple text-based design to a meaningful and intricate emblem representing the diverse portfolio and values of the company. The 2004 redesign set a new standard in corporate branding by integrating symbolism and storytelling into the visual identity. Today, Unilever continues to use this logo to convey its mission of making sustainable living commonplace and has reinforced its brand as a leader in the consumer goods industry.