By Dani Bool
Archivist and Records Manager
Average read time: 2 minutes
Blue Vitality Logo
The iconic Unilever logo turns 20 this May. The ‘Blue Vitality’ design was unveiled on May 12th 2004 by the Chairmen, Niall Fitzgerald and Anthony Burgmanns in both London and Rotterdam. Blue Vitality was launched as part of Unilever's Vitality mission, which aimed to simplify the organisation, and bring it closer to consumers. This new design was intended to 'represent the richness, diversity and vitality of Unilever' and to reflect 'the people and the world in which we operate'.
The logo is made up of 25 symbols, each representing aspects of Unilever's mission. Images include the Sun, as the 'ultimate symbol of all vitality' evoking Unilever's origins in Port Sunlight, and the Bee, which represents 'creation, pollination, hard work and biodiversity.
Let’s look at the logo’s journey over the years.
Compass Logo
Until 1967 there were six different company logos in use across the globe and no singular typographic style. A compass logo was used briefly between 1963 and 1966, appearing on the Reports and Accounts. However, in 1967 Unilever hired outside consultants Design Research Unit to design a more meaningful logo which could be used worldwide.
Grey U Logo
The brief for the corporate logo was to reflect Unilever's durability and internationally minded, dynamic character. In the words of the consultants, it must 'give the impression of integrity, stability and seriousness ... it must be confidence-inspiring.' Central to each design was the idea of the twin head offices, represented by two 'U's or two circles to symbolise the union of Lever Brothers Ltd and the Margarine Union which took place in 1930.
The Grey U was finally chosen as the corporate logo. Its solid twin pillars on a common base suggested the idea of the two united parts of the business, Ltd and NV, and the two 'U's superimposed on one another symbolised the 1930 union. To those unfamiliar with the company’s structure and history, it made sense as the first letter of the company name.
Blue U Logo
By the end of the 1980s, Unilever began to reconsider its image, wishing to adopt a new visual identity. The decision was taken to drop PLC and NV from all correspondence and stationery, to convey the sense of a single entity. Research had revealed that most people did not know that the U represented the two founding companies, and the grey colour was felt to be dull and negative. The decision was made to alter the logo by incorporating it with the name Unilever, so that the symbol could be easily and quickly identified and understood.
The question of the logo's colour was also carefully considered. Consultants Cope & Denning produced the revamped logo in a variety of colours - blues, greens, burgundy and golden yellow. A two-colour symbol was also researched, but this was not well received. Finally, the strong corporate blue logo was selected, associated with the qualities of modernism, dynamism, and strength. The updated logo was launched in April 1990 along with the Unilever typefaces for correspondence and for presentation materials.