Unilever is a global organization with the ambitious goal of doubling the size of its business by 2020, while committing to increasing its positive social impact and reducing its environmental footprint.
Bruce Mau Design was tasked with creating a new communications framework and visual identity system that would humanize the brand, and demonstrate Unilever’s commitments to sustainable living. The system is founded on the idea of telling real stories about real people, and relies heavily on photography, patterning and typography to create a more approachable brand and to communicate the small ways in which Unilever makes a big difference around the world.
Once the basic framework had been defined, BMD worked with Unilever’s global brand team to direct the rollout internally and externally. We also developed a series of global guidelines for the application of the refreshed brand across various collateral, including digital and social media platforms, packaging, corporate communications materials and stationery.
The Global Building Guidelines document describes the application of the branding system to the built environment. BMD developed a framework for how the brand comes to life in space. To test and refine the guidelines, we applied the identity to two key sites: Kingston in the UK, and Four Acres, a residential training facility in Singapore. At each site, we designed and implemented an architecturally integrated and impactful expression of Unilever, authentic to the global brand, while relevant to the local market.
Text and photos copyright of Bruce Mau Design