Henkel

Since it was founded nearly 150 years ago, the German company Henkel has grown continuously and is now active in a wide variety of businesses and markets. A repositioning has proved necessary in order to hone the brand profile for the future and unite the different business units and functions under a strong corporate brand. At the heart of this relaunch is the role of the pioneer as once embodied by company founder Fritz Henkel, which represents the Henkel brand’s entrepreneurial spirit. The new brand design is intended to convey the brand positioning as "Pioneer" in the form of characteristics ranging from focused and reliable, optimistic and engaging to visionary and progressive, thus offering a high degree of flexibility. At the same time, the use of an eye-catching font, colours and imagery ensures a general impression of independence.