Well, well. Do I smell a rat? Is Unilever going to gradually start telling us more about all of the brands it has under its umbrella – and start corporate branding?
Nestlé have done it in certain areas, as you’ll know if you read this blog regularly (from some of the mistakes and branding problems). And although my students tell me they should steer well clear of slapping the Nestlé name on Maggi, they do already on the back of packs.
So if (as I suspect) Unilever are now planning to do it, I hope they’ll use their new corporate logo. It’s beautiful for its simplicity (even though each small element within the logo tells a story in itself – see how here).
Now let’s take a look at their packaging. Herewith two examples straight off German supermarket shelves:
Any signs of a uniform logo? Spot the similarity? Oh dear. Off to a bad start then…