Beiersdorf seeks to harmonize Nivea products' logo

HAMBURG, Germany Beiersdorf has hired Interbrand Hamburg to harmonize the appearance of the various Nivea brand logos, a move aimed at more tightly managing the Nivea brand and strengthening awareness of it at points of sale worldwide.

Going forward, the Nivea and Nivea for Men logos designed by Interbrand will gradually be rolled out over the entire portfolio, covering existing ranges, new products and labeling at the points of sale.

The traditional Nivea lettering that is familiar from tins of Nivea Creme has been retained. However, the basic design of the Nivea and Nivea for Men logos will be clearly aligned with the preferences of their target groups: the universal Nivea logo, which is aimed at a predominantly female clientele, is curved and features the subtle use of silver, while the Nivea for Men logo reflects masculinity both verbally and visually.