THE WHAT? Henkel has strategically evolved and redesigned its global corporate brand identity, together with MetaDesign, the brand consultancy of Publicis Groupe Germany.

THE DETAILS The new Henkel design is said to combine ‘flexibility, diversity and dynamism with simplicity and clarity.’ 

According to the company it can be flexibly adapted for any application, from digital to print to events, and is said to modernise the brand while keeping the 100-year-old logo. 

Henkel says, “An integrated brand architecture creates a clear, binding framework for the interaction between the Henkel corporate brand, the two future business units, Adhesive Technologies and Consumer Brands, and their product brands, as well as all Henkel functions and initiatives.”

THE WHY? The new brand identity is said to strengthen the positioning of the company, with a clear brand architecture and flexible design to create a ‘modern and consistent brand experience.’

Rabea Laakmann, Head of Corporate Branding & Communications Strategy at Henkel, says, “The Henkel brand expresses who we are, what we stand for and what we do to different target groups worldwide. That’s why a strong corporate brand with global recognition is important, not only for us, but for all our stakeholders.

“It creates unity, provides orientation, enables differentiation and conveys emotion.”