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Cognis Sports New Logo



Published November 11, 2005
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To reinforce its split from Henkel, Cognis has developed a new logo. The logo reflects its standing as a newcomer among the chemical giants, Cognis executives said.

The “O” in the Cognis name integrates the shining blue iris of a human eye, executives said.

“The iris not only gives a sensual radiance, but signifies perspective. After all, the name of the company is based on the Latin word cognoscere (to recognize),” said Peter Wallscheid, head of corporate advertising, Cognis.

An innovative campaign features such attention-grabbing taglines as “Why do babies adore us?”, “Intelligent by nature” and “How to make customers love you.” The ad campaing was launched in July.


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