Extracting simplicity from complexity is a valued, but often difficult, methodology. What if you could have the best of both worlds? That's exactly what Unilever did. In its brand logo redesign, Unilever was able to effectively leverage both elements of chaos and harmony to weave together 25 distinct tales that embody the company vision.
As one of the global leaders in consumer goods, Unilever and its many brands and products touch more than 2 billion consumers' lives on any given day. Its business motto advocates sustainable living and emphasizes corporate social responsibility to the environment and our planet's future. With such ambitious goals, how does Unilever fulfill their promises? One way is through its logo design.
Unilever's logo is comprised of 25 unique icons, each symbolizing an important part of the company's business strategy as well as commitment to social good. Separately, each tiny icon expresses a grain of the company's core values; as a whole, they express Unilever's identity. Intricately woven together to form a U-shape, the icons are colored blue, evoking sentiments of prosperity, calm, purity, and trustworthiness. Who knew colors could impart so much meaning?
A little-known fact about Unilever's logo is that it was redesigned for the company's 75th anniversary. The previous logo was a simple monochrome blue “U." The new design focuses on the theme of vitality and demonstrates the success of a composite logo, one that embeds complex details in a minimalistic form.