Visual Analysis: Unilever Logo

At a glance, the Unilever simply looks like a blue ‘U’, but the more you look at it, the more detail you see. This is the result of a 2012 visual identity rebrand by Bruce Mau Design, which would humanise Unilever and display their Sustainable Living commitments.

Unilever has a combination mark, but sometimes stands alone as a logomark without the name of the brand below.

The logo is flat with no form but makes up a ‘U’ shape with icons within it, each one representing the company’s core values. The idea of these icons comes from the company’s new purpose of making sustainable living mainstream, and telling real stories about real people. 

The logo is all one colour, blue, which is reliable and serene, and has been picked as the top favourite colour in most surveys. The font used in the logo is soft and cursive, which gives a feeling of wholeness and good nature, as opposed to if they were to use a sharp-edged, separated font.

I believe their logo is successful, as I’ve always known what company the logo belongs to while only seeing the ‘U’. It also holds all 5 characteristics of a good logo. It’s definitely my favourite logo out of all of its competitors including P&G, Johnson & Johnson and Nestle as it looks more modern and because of the hidden icons.

Overall, I like Unilever’s logo. I think it’s pleasing to the eye and I like that they include all the icons in the ‘U’ because, after reading about them, it makes me feel as though I know the brand better and what they stand for, which I think is important for a big company like theirs as it further connects them to their customers.


“Unilever.” Bruce Mau Design. Accessed August 20, 2020.  

Unilever. “Our Logo.” Unilever Global Company Website. Accessed August 20, 2020.

“Unilever: 2012 A New Identity.” Accessed August 20, 2020.

Evans, Poppy, and Mark A. Thomas. “Designing With Colour.” In Exploring the Elements of Design, 70-113. Boston: Cengage Learning, 2012. 


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