Beiersdorf launches new corporate logo

Beiersdorf has announced the introduction of a revamped version of its corporate logo, replacing its previous branding after 35 years.

The new logo presents the name of the company in an approachable, smoothly rounded font. Its blue and white colour scheme is in line with the visual identity of Beiersdorf's flagship Nivea product range.

It has been designed to be indicative of the firm's focus on skin care and concentration on essential business elements, while remaining respectful of the organisation's rich historic tradition, which extends back to 1882.

The logo also does away with the four dots featured on the old branding, which represented the four divisions of the business. Today's Beiersdorf is divided into two units – consumer and Tesa.

Chief executive officer Stefan Heidenreich said: "Beiersdorf stands for quality, reliability and trust, for tradition and innovation. Most of all Beiersdorf stands for outstanding products and skin care expertise. The new Beiersdorf logo clearly reflects these values."

This comes after the company appointed Inken Hollmann-Peters as its new head of corporate communications last month. This was followed by the launch of a modernised central website, which is being rolled out worldwide over the course of 2014.