Unilever Brand Analysis

Unilever, Dove & Axe; Brand Identity and Personality

Graphic Design Concepts 1

Shanice Rattan-Vitalis

COSTAATT

Unilever 's Brand Identity and Personality The Unilever company produces and distributes an enormous pool of trusted brands, ranging from personal care, health care and food groups. They believe that their contribution to these categories helps to enhance the lives and general wellbeing of their consumers and society at large. They view their brands as an integral aspect of everyday family life. The core values that dictate business operations are based on honesty, positive engagement, long term commitment and corporation. The overall vision of the company is consumer centred, focusing on their role in inspiring and

The dove is a universal symbol for, motherhood, care and gentleness. These are all considered as common traits that a woman possesses and the bird icon can be generalized as being symbolic of femininity. The typeface is delicate, soft and simple, complementing the style of the bird as well as the overall views of the brand, their products and what they value. Dove 's key colours are blue and gold. The blue typeface communicates trust and reliability whereas the gold bird gives a feeling of luxury and high quality. Gold is also the colour of beauty and achievement which connects to the overall competency of the brand. and their perceived achievement in changing traditional ideologies surrounding beauty. The overall brand identity that is communicated is one of sincerity, success and

These capitalized letters create a strong and bold corporate attitude. There is more emphasis on the brand name which captures the attention of its targeted male audience. Axe 's key colour, black, adds to this bold and powerful look. There is a sense of sophistication that black connotes which can be attributed to the quality of the products and its charming effect on women. It does, also, take away from the humorous aspect of the brand, which it is now known for. There is a stroke of silver around the Axe logo that psychologically represents femininity. This feminine energy is important because it is the driving pulse of the brand and the needed balance to the male centric brand. Silver also signifies the innovativeness and creativity that is second nature to the modern brand. The definition of an axe, is a steel tool that is typically used to chop wood. An axe is a symbol of manhood and the stereotypical definition of masculinity. The strength, and animalistic aggression that is portrayed whilst wielding an axe are attributes traditionally associated with men. The brand name, then, is a description men coming into their own, a central theme of the brand. The sharp edges and silver stroke of the letters mimic the steel edge of an axe. The clean slice in the letter "X" showcases the power