According to a statement, Beierdorf is optimizing new Nivea visual equities in order to clearly align the multiple versions that exist at present and, in doing so, effectively support the brand vision behind a global beauty brand.
During the past decades, Beiersdorf’s Nivea brand has successfully established itself in new segments and areas of application. According to “Best Global Brands,” a recently published international ranking, Nivea is one of the few German brands whose brand value increased in 2009. The rise of the brand, which was accompanied by a variety of platform and range concepts, resulted in a large number of different Nivea logos.
By commissioning Interbrand Hamburg to harmonize the appearance of the various Nivea brand logos, Beiersdorf initiated a landmark process aimed at more tightly managing the Nivea brand and strengthening awareness of it at points of sale worldwide.
The Nivea and Nivea for Men logos, designed by Interbrand, will gradually be rolled out over the entire portfolio—covering existing ranges, new products and labeling at the point of purchase. This step is intended to harmonize Nivea‘s subbrands and represents a tangible visual consolidation of the Nivea brand.
“As a global personal care brand, Nivea needs a compelling image that is clear, simple, and effective,” said 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. It 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 curved and features the subtle use of silver, while the accentuated Nivea for Men logo reflects masculine precision and modernity both verbally and visually.