Logos Definition: Part I

This is the first post in the series of new logo formulation. We have seen that in past few years, several companies have repositioned themselves and this repositioning has been seen in the change of logos. Few popular examples are HUL, CEAT, DABUR, ZEE TV, Canara Bank etc. In this series of Logo Definition we will try to understand the logic behind the change in the logo and meaning of new logos. How do new logos present the values of the company and brand to the stakeholders.

To start with, let us understand the new logo of India’s largest FMCG Company HUL, Hindustan Unilever Limited.  Started in 1933 initially as Hindustan Level Limited (HLL), HUL has lot of successful brands under its kitty like Lifebuoy, Lux, Brooke Bond Tea, Lipton, Annapurna Salt, Pepsodent, Closeup, Vaseline, Clinic Plus etc.

HUL has separate brands and all the brands are powerful in Indian market. So there was a great need to associate all the brands under one roof, So suddenly one day all TVCs had started giving HUL logo after the advertisements. In fact this was followed by all other FMCG Companies like P&G, ITC, Marico etc.

The new logo is a symbolic of the company’s mission “Adding Vitality to life” As per CEO of HUL, “It comprises of 25 different icons representing the organization, its brands and the idea of vitality.”

The new logo is very attractive as compared to its old logo.

This is the new logo of HUL, which has coupled 25 different icons very beautifully in English alphabet U aligning with Unilever name.

Each element in the new logo has different meaning. Few of the meanings are mentioned below:

Sun:  Our primary natural resource. All life begins with the Sun-the ultimate symbol of vitality.

Bee: Represents creation, pollination, hard work and bio diversity. Bees symbolizes both environmental opportunities and challenges.

Hand: A symbol of sensitivity, care and need. It represents both skin and touch.

Recycling:  Part of our commitment to sustainability.

Water: A reference to clear water and purity.

Heart: A symbol of love, care and health.

 All the above-mentioned icons and their meanings represent one or other value of HUL or its brands. For complete list, please see the full images.

The new logo has tried to put vitality to the corporate brand and has certainly helped the company to re-position itself.