Janoschka magazine Linked_V5_2020

50 k n o w l e d g e & c o m p e t e n c e
Knorr
Back to the roots – back to nature
It all began in the nineteenth century with vegetable soup
and a logo that fitted with healthy and natural food: white
"Knorr" lettering on a green background.
In the years that followed, the company ventured onto the
international market setting up subsidiaries and factories in
around 100 countries. Its product range grew too, as soups
were joined by sauces, stocks, bouillons, seasonings, dressings,
frozen goods and convenience food, but also exotic specialities
and classic Italian cuisine. This development was reflected in
changes to the Knorr logo: yellow and red elements were added
to the white and green and later it even gained a 3D look.
Last year, the brand went back to basics and returned to its
origins with the new logo featuring "Knorr" in the familiar
swept lettering against a green background, thus conveying
the distinct message of naturalness. This clear pledge is reflected
in the products. After all, 95 per cent of the herbs and vegetables
used at Knorr do originate from sustainable farming.
sun
dna
bee
palm tree
hand & flower
hair
bowl
flower
sauces or spreads
spice & flavours
fish
sparkle
bird
lips
recycle
ice cream
particles
tea
frozen
heart
waves & liquid
clothes
container
Unilever
Variety and transparency
Unilever is one of the world’s largest producers of
consumer goods with over 400 brands, including
Knorr, in more than fourteen segments.
The spectrum ranges from food and drinks, through
household cleaning products, to hygiene items.
The company therefore sought to depict this diversity
in a new logo.
The result is an elaborate design featuring twentyfive
icons that each have a specific meaning and
symbolise an important aspect for Unilever. Their
arrangement in the familiar "U" shape conveys
openness, friendliness and transparency – values
that are important in the company’s strategy and
philosophy.