A New Look for Henkel

Henkel is introducing a new corporate design across the company in combination with the launch of its new slogan “Henkel – Excellence is our Passion.”


“Our new slogan summarizes what we stand for as a company and with our brands and our people around the world: we strive to be the best in everything we do,” said Kasper Rorsted, chairman of the Henkel management board. “Both our new slogan and our new visual identity will further strengthen the Henkel brand around the world.”


The new corporate design will be implemented starting in February, when it will be applied to publications like the annual report, recruitment ads, and employee newsletters, the internet and intranet, and to Henkel conferences, trade shows and exhibits.


The core element of the brand appearance is the Henkel logo. It has a long tradition: an oval in corporate red initially appeared on a Henkel product pack back in 1907, and the Henkel name was integrated in the oval in 1920. Over time, the logo and the corporate design have been periodically revised and modernized, the last time in 2002.


“The key elements of the new corporate design are a modern layout, clear imagery, a dynamic color scheme with red and white as key colors, and a lighter typography,” explained Carsten Tilger, head of corporate communications at Henkel. “With this new visual identity and the new slogan, we are positioning Henkel as an internationally successful company—with leading brands and technologies, and with highly motivated employees who are passionate about delivering the best solutions for our customers.”