A clear sender for our business unit
The Henkel logo is our communicative entry point, when communicating to our customers and business partners. Together with the business unit descriptor, it clearly identifies the sender of our communication.
Henkel logo and business unit descriptor
A descriptor is used to identify the business unit as the direct sender. The business unit descriptor is always placed in direct visual connection with the Henkel logo and may only be used in this combination.
Depending on the format, two versions are used in communication – a combination of the Henkel logo and an one-line business unit descriptor (to be used in standard formats), and a three-line version for more extreme formats, if the minimum distance between the Henkel logo including its protection area and the business unit descriptor cannot be maintained.
Combination of Henkel logo and standard one-line business unit descriptor
Combination of Henkel logo and three-line business unit descriptor
Relation to the Henkel logo
The bounding box of the business unit descriptor is geared to the corresponding building module of the format. Therefore, the handling of this element in the layout is kept simple.
Dimensions of the combination of the Henkel logo and the standard one-line business unit descriptor
Dimensions of the combination of the Henkel logo and the standard three-line business unit descriptor
In special cases, for example, when the distance from logo to descriptor is extremely wide, the one-line Adhesives Technologies descriptor can be scaled to 150%.
Standard size of the business unit descriptor
Scaled size of the business unit descriptor (150%)
Black version of the standard one-line business unit descriptor
White version of the standard one-line business unit descriptor
Black version of the standard three-line business Unit descriptor
White version of the standard three-line business unit descriptor
Examples of the use of the standard combination of Henkel logo and business unit descriptor
Endorsement logo in product communication
If the product brand is used as the main sender in the communication, a smaller version of the Henkel logo is placed in the layout to identify the umbrella brand and highlight the product brand.
Comparison of the endorsement logo and the standard logo
Standard logo: 7 building modules
Endorsement logo: 6 building modules
Endorsement logo with the one-line business unit descriptor
The descriptor must not be colored.
The minimum distance to the Henkel logo must not be undershot.
Make sure there is enough contrast.
The order in which the technology cluster brands appear should be followed when all five brands appear together: first LOCTITE, followed by BONDERITE, TECHNOMELT, TEROSON and AQUENCE. Whenever only some brands are mentioned, e.g. only TECHNOMELT and AQUENCE, the order of our technology cluster brand logos stays the same, e.g. TECHNOMELT always above AQUENCE.
Order of all 5 technology cluster brand logos in the standard version
Distance between cluster brands, when all appear together
All cluster brands exist in different color versions:
Black version of cluster brands
White version of cluster brands
Size ratio to the Henkel logo
The product brands are directly related in size to the Henkel logo or the endorsement logo that is used in product communication. The standard size of the product logo is 1.5 building modules.
The size of the product logo can be varied in the layout. If there is sufficient space to place the logo, the logo size can be increased.
The minimum size of the product brands of 1.5 building modules must not be undershot.
Logo in digital media
Online it’s impossible to orchestrate the brand experience with the same level of precision as in print. Maintaining an immersive brand presence across various user interfaces requires a balanced approach to how you scale master and product brand logos – and how you time their exposure. The 1.5 rule doesn’t apply here, so you need to be extra careful.
Cluster brands manuals
Brand manuals are important documents that sum up facts, global guidelines, and rules to be applied on nomenclature and product grouping related to the leading 5 technology cluster brands (AQUENCE, BONDERITE, LOCTITE, TECHNOMELT, TEROSON). For more information related to brand manuals, Henkel employees can access Strategic Master Data & Global Brand Governance sharepoint here.
Information for external users:
To receive the logo files, you first have to register for our Brand Hub download portal.
Please see the instructions on how to complete the registration. After registration you will receive
a confirmation that your access has been activated and you will be able to download the logos.
For Henkel employees, no separate registration is necessary. You will be automatically directed to
the download page via Henkel MyID.