The Henkel brand expresses who we are, what values we stand for and what we do for the various audiences we serve around the world. That is why a strong corporate brand with global recognition is important not only for us, but for all our stakeholders – says Rabea Laakmann, Head of Corporate Branding & Communications Strategy at Henkel. – It creates unity, provides orientation, enables differentiation and conveys emotions – she adds.
Henkel is a company with more than 145 years of history, strong brands in its portfolio and a long-standing legacy in innovation, sustainability and social responsibility. The company's motto “Pioneers at heart for the good of generations” guides its transformation and underpins the new brand positioning. In its activities, Henkel is a pioneer, creating a new, better quality of life every day – for both current and future generations.
Clear framework that creates freedom
Under the corporate brand with its new visual identity, Henkel has been operating worldwide since the beginning of the year. The integrated brand architecture creates a clear, binding framework for interactions in Henkel's complex reality – between the corporate brand, two business units: Adhesive Technologies and Consumer Brands, their product brands, and all functional divisions and company initiatives.
Henkel's new corporate identity design combines flexibility, diversity and dynamism with simplicity and clarity. It can be freely adapted to every use, from digital print to events, so as to meet the requirements of different organizational units and target groups. The new identity modernizes the brand while preserving its recognizability: the basis of the design is Henkel's iconic logo, which has been synonymous with quality for more than 100 years, and the base colors: red and white. At the same time, new color combinations introduce diversity and dynamism. The emotional and innovative visual language and the unique, variable typeface (Henkel GT Flexa) make the brand design lively and expressive.
Henkel's new visual identity — brand architecture
Bringing the brand to life
The introduction of the new Henkel brand involves extensive communication activities. It is important that all internal and external stakeholders of the company can tangibly experience what Henkel's new corporate brand is. On the website of the information hub, more than 52,000 employees worldwide and external partners can find the brand strategy and design, as well as best examples of its use, and templates. The global rollout is complemented by individual consultations and interactive brand training. The new positioning is part of the brand campaign together with the strategic themes of innovation, digitalization and sustainability.
The Henkel corporate brand is undergoing transformation. The company has a long tradition, clearly defined goals and a culture of innovation. Now it also has a strong visual identity. The new design is true to the brand's roots and supports the company's transformation – says Diana Brix, managing director of MetaDesign Düsseldorf.
MetaDesign supported us in developing the new visual identity of the brand. This was not an easy undertaking, and it ended in success thanks to their strategic vision, creativity in design and close, fruitful collaboration. The iconic brand that Henkel is will certainly achieve many successes in the future in its new visual form – emphasizes Rabea Laakmann, describing the successful partnership with MetaDesign.
About Henkel
Henkel is a global company with a balanced and diverse portfolio of products and services. Thanks to leading brands, innovations and technologies, the company holds leading market positions in both the industrial and consumer goods sectors. Henkel Adhesive Technologies (the adhesives business for construction and consumers, as well as technologies for industry) is the world's market leader in adhesives. The Laundry & Home Care (detergents and cleaning products) and Beauty Care (cosmetics) divisions hold leading positions in many markets around the world and in many product categories. Founded in 1876, the company has been operating and succeeding for more than 140 years. In 2021, Henkel recorded sales revenue of around €17 billion (PLN 20 billion). The company employs more than 53,000 people worldwide, forming a committed and diverse team with a strong corporate culture, a shared value system and a drive to create lasting value. As a recognized sustainability leader, Henkel ranks at the top of many international indices and rankings. The company's preferred shares are part of the German DAX stock index. More information at www.henkel.com and www.henkel.pl
