Henkel Electronic Materials is a business unit of the German chemical and consumer goods company Henkel AG & Co. KGaA, headquartered in Düsseldorf. The unit supplies materials for the electronics industry, operating under the corporate Henkel brand rather than a separate visual identity. Henkel’s brand architecture follows a single-brand strategy with Henkel as the core brand, meaning business units do not have their own logos and must use the Henkel logo consistently across all touchpoints [1].
Design and History
The Henkel logo is an oval mark with a history spanning more than a century. The oval in corporate red first appeared on a Henkel product pack in 1907, and the Henkel name was integrated into the oval in 1920 [2]. Over time, the logo and corporate design have been periodically revised and modernized, including a refresh in 2002 [2].
In 2022, Henkel strategically evolved and redesigned its global corporate brand identity together with MetaDesign, the brand consultancy of Publicis Groupe Germany [3]. The identity modernized the brand without giving up what makes it recognizable: the iconic Henkel logo, which has stood for Henkel’s quality for more than 100 years, and the core colors red and white form the foundation of the design [3]. The new design combines flexibility, diversity and dynamism with simplicity and clarity [3].
According to Henkel’s official brand guidelines, the standard logo is a red outline version without white filling, used for all communication, products and objects. On red backgrounds, the white logo is used, and the black logo may be used in exceptional cases only [4].
Meaning and Symbolism
Henkel’s official brand materials describe the logo as a trusted and well-recognized symbol for the brand [4]. The company states that the logo has stood for Henkel’s quality for more than 100 years [3]. Henkel red and white are described as primary colors that are trusted and established elements ensuring brand recognition and honoring the company’s legacy [5].
Typography and Design
Henkel’s 2022 brand identity introduced a unique, variable typeface called Henkel GT Flexa, which makes the brand design lively and expressive [3]. MetaDesign describes the typeface as a state-of-the-art variable font offering a wide range of creative possibilities and a high level of recognition [6]. Henkel’s brand hub confirms that Henkel GT Flexa is Henkel’s design typeface, with more than 100 styles available as a variable font [7].
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