Henkel Reveals ‘Passion’ for Products

Consumer packaged goods giant Henkel has rolled out an updated corporate design across the global company in tandem with the debut of the slogan “Henkel – Excellence is our Passion.” “Our new slogan summarizes what we stand for as a company and with our brands and our people around the world: We strive to be the best in everything we do,” explained Kasper Rorsted, chairman of the Henkel management board. “Both our new slogan and our new visual identity will further strengthen the Henkel brand around the world.”

In North America, the Dusseldorf, Germany-based company is known for variety of consumer and industrial brands such as Dial soaps, Purex laundry detergents, Right Guard antiperspirants, and Loctite adhesives.

Taking effect this month, the new corporate design will be featured in company publications such as the annual report, recruitment ads and employee newsletters; the Internet and intranet; and at Henkel conferences, trade shows and exhibits.

The Henkel logo, an oval in corporate red, first appeared on a company product pack in 1907, with the Henkel name integrated within the oval in 1920. Over time, the logo and corporate design have been periodically refreshed, most recently in 2002.

“The key elements of the new corporate design are a modern layout, clear imagery, a dynamic color scheme with red and white as key colors and a lighter typography,” noted Carsten Tilger, Henkel’s head of corporate communications. “With this new visual identity and the new slogan, we are positioning Henkel as an internationally successful company – with leading brands and technologies, and with highly motivated employees who are passionate about delivering the best solutions for our customers.”