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Nivea Redesigned Identity and Packaging

Contributed by Indra Kupferschmid on Jan 17th, 2013. Artwork published in .
    Left, the old packaging; right the new one.
    Source: http://www.designtagebuch.de Beiersdorf. License: All Rights Reserved.

    Left, the old packaging; right the new one.

    Nivea introduced a global redesign for all their products, packaging and graphics. The logo is now resembling the iconic classic Nivea cream tin introduced in 1925.

    Creative Review, who has an interesting article discussing the bad spacing of the “N IVEA” logo, is quoting the designers: 

    Our early thinking was to reduce the complexity of the current form languages, edit the numerous packaging types to a minimum set and eliminate the proliferation of logo variations and typographic expressions," fuseproject say. "We believe simplifying the Nivea visual language offers a stronger and clearer expression of the brand values. We based the design and graphic language on solid ground: the heritage tin and its classic white Bauhaus-era lettering. By harkening back to a pervasive brand icon such as the blue tin, the new designs, while offering a fresh, forward facing look for the brand, is also anchored in the company’s rich history. With this new brand expression, Nivea has a new face without losing any of its essential Nivea-ness.

    Nivea Redesigned Identity and Packaging 2
    Source: http://www.designtagebuch.de Beiersdorf. License: All Rights Reserved.
    Nivea Redesigned Identity and Packaging 3
    Source: http://www.designtagebuch.de Beiersdorf. License: All Rights Reserved.
    Left, the old packaging; right the new one.
    Beiersdorf. License: All Rights Reserved.

    The caps only Nivea word mark is based on Metro Black and was expanded into a full typefamily with lowercase in 2000 by Achaz Prinz Reuss. Also the “Creme” script lettering got developed into a font.

    Typefaces

    • Benton Sans
    • Nivea

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    1 Comment on “Nivea Redesigned Identity and Packaging”

    1. Jan 17th, 2013  4:40 pm

      Hard to imagine today, but there once was a time when Nivea used a serif with a low-waisted R à la Windsor.

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