Symrise AG is a global supplier of fragrances, flavors, cosmetic ingredients, and functional ingredients, headquartered in Holzminden, Germany. The company was formed in 2003 through the merger of two fragrance and flavor houses, Haarmann & Reimer and Dragoco. The Symrise logo, featuring a hummingbird and a dragon, was created specifically for this merger and remains the foundation of the company’s visual identity today.
Design and History
The Symrise logo was developed in 2003 as part of the branding for the newly merged company. The naming task was awarded to Business World, which developed the name “Symrise.” The design agency Heine Lenz Zizka (HLZ) served as strategic design partner, developing the company logo and the entire visual design system. For the logo, HLZ combined the existing brand marks of the two predecessor companies, which featured a hummingbird and a dragon, as a clear symbol of both companies’ roots and the synergies created by the merger. HLZ and Business World accompanied the global brand launch and registration of the company name and logo. The brand image developed by HLZ remains in place to this day. [1]
In 2016, Symrise undertook a corporate design relaunch. The agency Heine Warnecke Design GmbH was responsible for the project, which was described as updating the somewhat outdated corporate design of Symrise. The brief noted that after considerable growth and the integration of new product categories, it was time to adapt the previous corporate design carefully but noticeably. The rigid “one fits all” approach was replaced with a modular system of design elements enabling tailor-made solutions for various product categories. Typography, color, photography, and the logo family were systematically improved. [2] [3] The relaunch received recognition including the Berliner Type award in 2016 and the Corporate Design Preis in 2017. [2]
Meaning and Symbolism
The dragon and hummingbird in the Symrise logo convey symbiosis, or the rising together of two businesses, brands, and clients. This symbolism was explained by Tim Schaffner, president of fragrances at the time of the merger, who noted that like the logo, the way the two companies came together flowed easily. [4] The red color of the logo is a defining element of the brand. The company’s creative center in Shanghai, opened in 2023, was named “The Little Red House” in reference to the red Symrise logo. [5] The parent company’s use of red is also noted in contrast to its subsidiary Symotion, which uses green in its logotype and logomark to differentiate itself from the parent company. [6]
Typography and Design
The 2016 corporate design relaunch systematically updated the typography, color world, and logo of Symrise. The project was documented in the Symrise Brandbook, which formed the basis for the corporate redesign. [7] The relaunch introduced a modular system with design elements that allows for tailor-made solutions across the company’s various product categories, reflecting the flexibility of the organization. [2]
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