Henkel updates logo, slogan

DUESSELDORF, Germany, and ROCKY HILL, Conn. — Henkel, whose North American brands include Dial soaps and Right Guard antiperspirants, is introducing a new corporate design and slogan.

The new corporate design will be implemented starting in February, when it will be applied to such publications as the annual report, recruitment ads and employee newsletters, in addition to the Internet and Intranet, and to Henkel conferences, trade shows and exhibits.

The core element of the brand appearance is the Henkel logo — an oval in corporate red that initially appeared on a Henkel product in 1907, with the Henkel name integrated into the oval in 1920. Over time, the logo and the corporate design periodically have been revised and modernized, with the last time being in 2002.

The company also has a new slogan, "Henkel:­ Excellence is our Passion."

"Our new slogan summarizes what we stand for as a company and with everything we do," stated Kasper Rorsted, chairman of the Henkel management board. "Both our new slogan and our new visual identity will further strengthen the Henkel brand around the world."