Henkel’s brand architecture describes the strategic relationships between the Henkel brand, our business units, associated brands and product brands.
On company level, we pursue a single brand strategy with Henkel as our core brand. To preserve and strengthen our brand value and image, we follow an integrated brand architecture – with different levels of perceived proximity to the Henkel brand. The aim is to reduce complexity wherever possible while leaving flexibility for meaningful differentiation when required.
Our business units and functions are an integrated part of the Henkel brand. Highly specialized units (e.g. venturing) may appear as associated brands but with a clear link to Henkel. Product brands may or may not associate themselves with the Henkel brand in their marketing communications.
The Henkel brand lies at the heart of our company and represents our entire organization. It is the core brand of our brand architecture.
The Henkel brand design and logo are used consistently across all internal and external touchpoints.
The Henkel logo must not be modified in any way.
Functions (e.g., HR department) may use their mission statement, target group-specific messaging or imagery to communicate in a unique way. A function logo is not allowed, nor will the function’s name be written directly next to the Henkel logo.
- To identify a functional department as a sender, the name can be written as part of the headline, subline, or body text.
- It is not allowed to integrate the name in a visually designed style.
- It is not allowed to position the name of the function next to the Henkel logo or use “by function name.”
Our business units represent the core business of Henkel. While interacting with specific target-groups in their area of expertise, they shape and expand Henkel’s image.
The business units are an integrated part of the Henkel brand, which is applied to all designs and communication materials.
The business units have their own specific mission, messaging or imagery to communicate to their target audiences.
A business unit logo will not be used, nor will the unit’s name be written directly next to the Henkel logo.
Associated brands are highly specialized entities (e.g. venturing) that require a more distinct appearance and tailor-made communication. They have their own value proposition, messaging and target groups that are different from the Henkel brand yet credibly support the Henkel purpose.
The design and communication materials must be aligned to the Henkel brand but may exercise a greater degree of flexibility.
An individual logo may be used (typography only but no graphical elements).
The branding strategy needs to be developed on a case-by-case basis and aligned with Corporate Communications.
Explore the branding options for associated brands – and specifically Henkel dx Ventures.
Independent brands are entities that require an individual appearance. They have their own logo and are only subtly linked to the Henkel brand, or not at all.
Independent brands may not be seen as a Henkel entity for legal, regulatory, competitive and/or image reasons. There is no or little association with the Henkel brand and the visual appearance remains independent. The dedicated branding strategy needs to be developed on a case-by-case basis and aligned with Corporate Communications.
Many of Henkel’s product brands appear as independent brands. Product brands may or may not associate themselves with the Henkel brand in their marketing communications.
All initiatives, campaigns, and events at a Henkel, functional or business unit level apply the Henkel brand design. It offers a great flexibility to develop modern visual concepts and meet the diverse needs of our businesses and teams globally.
Extended branding options for selected initiatives, campaigns & events
For selected, strategic activities fulfilling the following criteria, a key visual and/or tagline may be developed on a case-by-case basis and aligned with Corporate Communications.
Criteria to extend branding options: The initiative, campaign or event …
1. is Henkel-wide (in contrast to being limited to one business unit or function)
2. pays into the strategic priorities of our Purposeful Growth Agenda
3. has been equipped with dedicated resources to professionally develop and manage the branding