jancology.com

Last week Unilever release it’s new corporate identity. The new logo was burning in my pocket for a few days. As it’s on the press releases now, I think I can safely show it. And as the chairmen said:

“The current logo has been reliable and distinguished — and we don’t want to lose those characteristics — but not as open and friendly as it could be, not enough to enable us to put it onto the packs of everything we make. That requires it to speak of Vitality, so it will change.”

I’m not sure yet what I think of it. The original logo was quite simple and looked very reliable, with the new one this will potentially more difficult. It’s almost impossible to draw it and I wonder how it will look in very small print! However it looks more up to date and very friendly because of the rounded shapes and font! I think lots of products will get one of the logo’s images and enlarge these to get a more specific message through.

The new logo cannot be seen in the wild before the 1st of july as that’s the go-live date. Before the end of december 2005 all packaging should be updated to incorporate the new logo. At that time we probably are used to it and find the old one old-fashioned!