The multinational group Unilever on Monday launched its corporate brand with a new logo and mission at a function at Johannesburg’s Constitution Hill attended by business leaders and dignitaries, including Deputy President Jacob Zuma.
The launch of the new brand was also attended by New Partnership for Africa’s Development business group chairperson Reuel Khoza and Unilever’s global co-chairpersons, Niall FitzGerald and Antony Burgmans.
In addition to the new themed logo, the same name, Unilever, will be carried for all its businesses around the world and the name Unilever will appear on the packaging of all its brands.
The Fast Moving Consumer Goods (FMCG) company, which daily sees 150-million people in more than 150 countries choosing its products, has deep roots in South Africa — this year Unilever celebrates a century of business in this country.
Unilever’s new branding means that names such as Lever Pond’s and Unilever Bestfoods Robertsons will disappear in South Africa. Instead, Lever Pond’s will become Unilever Home and Personal Care and Unilever Bestfoods Robertsons will simply be called Unilever Foods.
The MD of Unilever South Africa, Gail Klintworth, said by carrying its name on all its brands, the company will stand visibly behind its products and everything it does, marking a new level for itself in transparency and accountability.
“While brands such as Sunlight, Omo, Dove, Axe, Rama, Joko, Knorr and Mrs Balls are part of every South African home, the company behind the brands has until now shied away from the public eye,” Klintworth added.
“As a marketing company, Unilever places great value on its deep understanding of consumers. We recognise that consumers are increasingly demanding to know more about the companies from which they purchase their products. Consumers today want to know that they are supporting only brands and companies that they can trust.
“Through this mission, Unilever believes that it is setting a clear direction for itself, which will enable it to open up new consumer opportunities, to grow its brand and its business.”
The new logo is made up of 24 individual icons that stand for different aspects of the company and its philosophy. The symbols represent the Earth, people and products and also reflect Unilever’s commitment to responding to consumer needs in a responsible and sustainable way, without compromising the need of future generations.
FitzGerald spoke on Unilever’s response to change: “Staying relevant to consumers has meant that we have had to change — sometimes a little, sometimes a lot.
“Throughout its history, Unilever has reinvented itself. In many ways, over the last five years, our path to growth strategy has reinvented Unilever and today we’re leaner, fitter, more focused.” — I-Net Bridge