new Beiersdorf logo

alchemistalchemist Member
edited January 2014 in Cosmetic Industry
OK not strictly chemistry, but this made me laugh...

Particularly - CEO Stefan F. Heidenreich remarks, "...The new Beiersdorf logo clearly reflects these values, our core competence and our identity."

All that in a font & colour change and dropping the bits that probably even most inside the company didn't know what they meant.


  • Chemist77Chemist77 Member, PCF student
    @alchemist since they didn't know what they meant, they used the terms core competence and identity which are good for marketing ;-) I suppose.
  • I can assure you they think the same when we say we developed an entirely new formula with Cetearyl Alcohol, Mineral Oil, Behentrimonium Chloride, Preservative and almost the same ingredients on the list of ingredients. We know it is entirely different but they don't. That's the same here.

    The new logo is clearer, smoother, with less information, just the name of the company. The font characters are rounder and the color has changed.

    In my first job I had to work with designers to develop marketing products with technical information. I provided the technical information and the designers had to make them appealing and easy to be read. I learnt a lot from them.
    Research & Development Manager Brazil at Alfaparf Milano.
    Owner and Content Director at Cosmetica em Foco.
  • PerryPerry Administrator, Professional Chemist
    lol.  It just looks like a generic printing of their name.  The deeper meaning is lost on me.
  • That's why we're cosmetic chemists and not designers. LOL
    Research & Development Manager Brazil at Alfaparf Milano.
    Owner and Content Director at Cosmetica em Foco.
  • I think Nivea - since it is basically thickened mineral oil - should put an oil rig logo on their packaging. 
  • Most of the verbosity surrounding logo redevelopment is really just marketing masturbation.

    The logo looks fine, but CEO's explanation of it is utterly meaningless. It has been written by marketing consultants to sell a re-developed logo to an idiotic CEO who then parrots it out to the general public as it the words actually mean something. A touch of the Emperor's new clothes perhaps?
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