Beiersdorf unveils new logo

INTERNATIONAL skin care firm, Beiersdorf AG, has a new logo now, and it’s a clean, clear and future-oriented design, according to the Hamburg-based company. It symbolises its “focus on skin care and its concentration on the essential; and stands for the company’s comprehensive strategic development and its upward movement from the foundation of the ‘Blue Agenda,’” the company said.

At the same time, it creates a connection to the roots of the company’s rich historical tradition: founded in 1882 by pharmacist Paul C. Beiersdorf, said to be the inventor of modern skin care with the brand Nivea.

The four dots on the previous logo, which Beiersdorf used for 35 years, originally stood for the four divisions of the company – cosmed, medical, pharma and tesa. Today, the company is divided into two business segments: consumer and tesa. The new logo does away with any graphic elements and adopts the font of the old logo, which with its smoothly rounded letters is evocative of care and trust. The colour of the new logo is in line with the Nivea Blue, thus creating a bond between the Beiersdorf and its strongest brand, said the company.