Rebrand like Nivea


Disconnect in the previous Nivea logo variations.

Have you noticed that Nivea has a new logo? The brand, owned by Beirsdorf, has a great heritage, so it was natural for Yves Béhar’s fuseproject team to look to it when given the task of creating “a new, unique and innovative design language that embodies the Nivea brand values”. According to fuseproject, Nivea’s problems included “disjointed packaging forms, various different brand expressions and a series of disconnected graphic languages. They had no cohesive design language , which led to a diluted overall brand and a confusing experience for their customers. The brand was looking for consistency as well as to simplify the number of different packaging forms it uses.


An example of the new Nivea packaging.

Fuseproject was looking not just to improve their branding, but also to make them more efficient and address sustainability issues. Fuseproject explains that “The overall design language is also anchored in the circular logo. Caps and closures are rethought in the blue Nivea color, with the redesigned logo embossed on the material …To increase shelf presence and recognition, the bottles’ symmetrical 3D forms have wide bases for stability, with a pure geometry that joins the closures as perfect circles. This both embeds the new Nivea logo to the bottle in a prominent, physical way, while engaging the consumer from the very beginning.”

According to Beirsdorf’s Ralph Gusko, “Around two-thirds of all purchase decisions are made at the shelf. The new Nivea design’s high recognition value will make it easier for consumers around the world to find the Nivea products they are looking for. The consistent design language across all channels – from product packaging, through point of sale to advertising – also increases consumer identification with the brand and encourages them to additionally use products in other categories.”


The new Nivea universal logo.

What do you think of the new Nivea logo? Do you think the issues were addressed? The points above are good to remember in the sign design process as well; are you conveying your business name well? Can customers distinguish your company from neighboring ones? Is your sign modern and up to date? If you answered no to any of these questions, give us a call! We would be happy to go through a “Nivea-like” process with you. Your image is our priority.

Source: Burgoyne, Patrick . “A Cleaner, Simpler N IVEA.” Creative Review. N.p., 17  Jan 2013. Web. 28 Feb 2013. <>.

You can read the whole article here.

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