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Unilever brands to carry revamped corporate ID

LONDON - Unilever is to revamp its corporate logo and feature it on all its major products next year, in an all-out global attempt to position the Unilever name as secure and responsible in consumers' minds.

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The Anglo-Dutch FMCG giant is working with branding agency Wolff Olins on redesigning its blue 'U' logo to give it a softer, consumer-friendly look and feel. It is understood it will roll out the Unilever logo on its products and packaging from the middle of 2003.

The strategy applies to the company's so-called "Path to Growth" brands, which it identified in 2000 to receive the bulk of the company's ongoing investment.

Unilever is midway through its five-year plan to cut its huge brand portfolio from 1,600 products to 400. These include household brand names such as Persil, Dove, Flora, Knorr, Lipton Tea and Hellmann's mayonnaise.

In addition, the company will for the first time promote unilever.com on all products, encouraging customers to visit the site to discover more about its brand portfolio and its credentials as an environmental and socially responsible company.

A global project is already under way to align all the individual Unilever country websites to achieve consistency in its branding and its corporate message across all markets.

It is understood the company believes there is mileage in more actively promoting the Unilever name to foster customer loyalty across its brands.

The company, which declined to comment further on details of the revamp, issued a statement: "We can confirm that Unilever is examining how it might make even greater use of its corporate identity -- name and logo -- in support of its business objectives.

"In examining how this approach might be adapted, we have retained the services of Wolff Olins.

"Its work is currently in progress and is not expected to be completed or yield definitive results for some time."

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This article was first published on marketingmagazine.co.uk

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