Knorr is a global food brand founded in 1838 by Carl Heinrich Theodor Knorr in Heilbronn, Germany, and owned by Unilever since 2000 [1]. The brand’s visual identity has always been rooted in the founder’s own signature, which remains a core element of the logo today [1].
Design and History
The original Knorr logo was based directly on the signature of founder Carl Heinrich Theodor Knorr. It appeared in black on the company’s earliest food packages, rendered in an italic, elongated, and flowing script. After several years, the signature changed to red and increased in thickness, a version that remained in use until 1991 [2].
A third logo was introduced in 1991, placing the word “Knorr” at a tilted angle with a softer red and a lighter typography. This version added wavy borders in green and yellow against a white background [2]. In 2004, following Unilever’s acquisition of Knorr, a fourth logo added a green column behind the previous design [2].
In late 2018 and early 2019, Knorr introduced a new visual identity, described by design agency Hajok as the most important relaunch in the company’s 180-year history, with a focus on being “natural, transparent and authentic” [3]. The redesign removed the characteristic red lettering that had long defined the brand. The wordmark, now white on a green background, was not simply rotated but redrawn to preserve the statics of the italic letters [4].
The two yellow-green leaf-like arches that previously framed the lettering above and below were developed into a single, fully green leaf shape that now serves as the background for the wordmark [4]. The new identity also added the phrase “Since 1838” in small yellow letters above the wordmark, placing emphasis on the brand’s tradition [5].
Meaning and Symbolism
The leaf shape in the current logo represents the concept of “natural,” replacing the earlier flag-like design [6]. The shift from red to green as the primary color aligns with the brand’s repositioning around naturalness and sustainability [4]. The inclusion of “Since 1838” in the logo reinforces the brand’s heritage and longevity [5].
Typography and Design
The new Knorr identity uses a custom corporate typeface called Filson Soft, a rounded version of the Filson Pro typeface. Its distinctive features include unique letterforms for “K,” “Q,” and particularly “R.” The rounded strokes convey a softer, more approachable character suited to a food brand [7].
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