Last updateThu, 11 Aug 2022 8am

Henkel strengthens strategic positioning with new corporate brand identity

Together with MetaDesign, the brand consultancy of Publicis Groupe Germany, Henkel has strategically developed and redesigned its international brand presence. Henkel is strengthening the strategic positioning of the Henkel corporate brand as a pioneer with responsibility for the well-being of future generations with a dynamic new appearance. A clear brand architecture and a flexible design create a modern and consistent brand experience.

The Henkel brand makes visible to our different target groups worldwide who we are, what we stand for and what we do. Therefore, a strong corporate brand with global recognition is important - not only for ourselves, but for all our stakeholders," says Rabea Laakmann, Head of Corporate Branding & Communications Strategy at Henkel. "It creates connection, provides orientation, enables differentiation and conveys emotion."
As a company, Henkel looks back on a history of over 145 years with strong brands and a long tradition of innovation, sustainability and responsibility. The corporate purpose "Pioneers at heart for the good of generations" guides the transformation of the company and forms the core of the new brand positioning. Henkel pursues the claim of always shaping and enriching life anew. Every day - today and for future generations.
A clear framework that creates freedom
The new Henkel brand identity has been gradually introduced worldwide since the beginning of the year. An integrated brand architecture creates a clear, binding framework for the interaction of the Henkel corporate brand, the two future business sectors, Adhesive Technologies and Consumer Brands, and their product brands, as well as all corporate functions and initiatives.
The new Henkel design combines flexibility, diversity and dynamism with simplicity and clarity. It can be flexibly adapted for every application - from digital to print to events - to meet the requirements of the various corporate divisions and target groups. The appearance modernises the brand - without giving up what makes it recognisable: the traditional Henkel logo, which has stood for Henkel quality for more than 100 years, and the core colours red and white form the foundation of the design. At the same time, new colour combinations bring variety and dynamism into play. An emotional and progressive visual language as well as an independent, variable font (Henkel GT Flexa) make the brand presence lively and expressive.
Bringing the brand to life
A broad spectrum of communication activities was developed for the launch of the new Henkel brand. It is important to make the Henkel brand tangible for all internal and external target groups. The new Henkel Brand Hub for the more than 52,000 employees worldwide and external partners explains the brand strategy and design and offers best practices and templates. Individual consulting and interactive brand training complement the worldwide implementation. The new positioning is activated as part of a brand campaign along the strategic themes of innovation, digitalisation and sustainability.
"The Henkel brand is undergoing a transformation. It has a strong heritage, a strong purpose, a strong culture of innovation and now also a strong brand identity. The new design is true to the brand's roots and supports the transformation of the company," says MetaDesign's Düsseldorf Managing Director Diana Brix.
"MetaDesign has supported us in the development of the new brand identity with strategic vision, creative excellence in brand design and close cooperation in which the chemistry is simply right. Together we are looking forward to leading the traditional Henkel brand further into the future," says Rabea Laakmann, describing the successful partnership with MetaDesign.



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