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Unilever rolls out new unified online identity

11-October-2005
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Unilever rolls out new unified online identity

In a move designed to unite its websites worldwide, Unilever has begun to roll out a new unified online identity, which reflects the company’s mission ‘to add vitality to life’. The new Unilever logo is made up of 25 icons representing the company’s different business aspects ranging from palm trees, fish and flowers to tea, hair and spoons.

The company’s redesigned U-logo will now start to appear globally on such Unilever brand packs as Flora, Bertoli, CIF, Dove, Hellman’s, Knorr, Ponds, Rexona, Omo, Surf and Slimfast.

To put things into perspective, Unilever had unveiled its new identity last year, and the online change in a way takes things forward as the project to redevelop Unilever’s web presence had already begun in early 2004.

For the past 30 years, the Unilever logo had remained constant, but upon realisation that in the changing global environment it can be detrimental for any company to stand still, the FMCG giant has taken the decision to launch a new logo.

The logo on the brand packs is the first global use of Unilever’s new consumer-facing brand. Content wise, the redesigned sites reflect consumers’ growing desire to know more about the products they are buying.

Already more than seven country websites, including the UK, have taken on the new design and the aim for new sites is to be launched in 25 key markets by the end of the year.

To gauge the implications on the Indian company, we contacted HLL’s official spokesperson, who declined to comment. HLL’s creative agency, JWT’s CEO Colvyn Harris said that he wasn’t aware of any change and hadn’t yet seen the new logo. It is learnt that HLL will embrace the new logo only by early next year.

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