02/07/2011, Düsseldorf, Germany / Rocky Hill, Conn.
Henkel launches a new corporate design and slogan around the world
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A New Look for Henkel
In North America, Henkel markets a range of well-known consumer and industrial brands, including Dial® soaps, Purex® laundry detergents, Right Guard® antiperspirants, and Loctite® adhesives.
The new corporate design will be implemented starting in February, when it will be applied to publications like the annual report, recruitment ads, and employee newsletters, the internet and intranet, and to Henkel conferences, trade shows and exhibits.
The core element of the brand appearance is the Henkel logo. It has a long tradition: an oval in corporate red initially appeared on a Henkel product pack back in 1907, and the Henkel name was integrated in the oval in 1920. Over time, the logo and the corporate design have been periodically revised and modernized, the last time in 2002.
“The key elements of the new corporate design are a modern layout, clear imagery, a dynamic color scheme with red and white as key colors, and a lighter typography,” explained Carsten Tilger, Head of Corporate Communications at Henkel. “With this new visual identity and the new slogan, we are positioning Henkel as an internationally successful company – with leading brands and technologies, and with highly motivated employees who are passionate about delivering the best solutions for our customers.”
Henkel operates worldwide with leading brands and technologies in three business areas: Laundry & Home Care, Cosmetics/Toiletries and Adhesive Technologies. Founded in 1876, Henkel holds globally leading market positions both in the consumer and industrial businesses with well-known brands such as Persil, Schwarzkopf and Loctite. Henkel employs about 50,000 people and reported sales of 13,573 million euros and adjusted operating profit of 1,364 million euros in fiscal 2009. Henkel’s preferred shares are listed in the German stock index DAX and the company ranks among the Fortune Global 500.