Beiersdorf emphasises skin care focus

Hamburg based beauty brand owner Beiersdorf has unveiled a new company logo, described as clean, clear and future-oriented. The logo is designed to reflect the company’s focus on skin care and its concentration on the essential. At the same time, Beiersdorf says it creates a connection to the roots of the company’s historical tradition. Beiersdorf was founded in 1882 by pharmacist Paul C Beiersdorf and is perhaps best known for inventing iconic skin care brand Nivea.

"Beiersdorf stands for quality, reliability and trust, for tradition and innovation. Most of all Beiersdorf stands for outstanding products and skin care expertise. The new Beiersdorf logo clearly reflects these values, our core competence and our identity. It is a development of the former logo oriented toward the future and builds a bridge between the company’s tradition and its future,” CEO Stefan F Heidenreich remarked.

The former logo was part of Beiersdorf for 35 years and, according to the company, the word and image mark with the abbreviation BDF and the four dots originally stood for its four divisions: cosmed, medical, pharma and tesa. Today, the company is divided into two business segments: consumer and tesa. The new logo does away with any graphic elements and adopts the font of the old logo, which with its smoothly rounded letters is said to be evocative of care and trust. The colour of the new logo is also in line with the Nivea blue, creating a bond between the company and its strongest brand.