Nestle S.A. is one of the world’s largest and most prominent food companies. Headquartered in Vevey, Switzerland, it was established in 1866 by Henri Nestle. With total assets of CHF 126.22 billion as of 2012, the company employs more than 340,000 people in more than 86 countries worldwide.
Nestle owns and operates about 6,000 brands, with a huge variety of products including dairy, chocolate, ice cream, coffee, bottled water, infant food, confectionery and pet foods. The company’s top six brands generate more than 70% of its total revenues.
DESIGN ELEMENTS, HISTORY AND EVOLUTION OF NESTLE LOGO
The Nestle logo is often considered as one of the world’s most iconic and instantly recognizable logos. It has undergone several modifications over the years. Nonetheless, the logo still retains a touch of charm and modernity with a cutting-edge design style.
Nestle is known for its well positioned brand portfolio and its clever branding campaigns.
Shape of the Nestle Logo
The earliest Nestle logo was unveiled in 1868 by Henri Nestle, originating from the phrase “little nest”, the actual meaning of his name in his native German language. It was supposed to be an artistic conceptualization of his family crest. Henri registered a 15-year French patent for this logo. After his retirement in 1875, the memorable nest emblem was trademarked in Vevey, Switzerland by the new owners of the Nestlé S.A.
More than six decades later in 1938, the company’s name was introduced to the traditional nest insignia, making it a “combination mark”. Nestle changed its logo once again in 1966. Some minor graphic tweaks were made to the typeface and the nest mark was also simplified.
The worm in the beak of the mother bird was removed from the Nestle logo in 1988. In addition, an extra fledgling was also added to the corporate identity, reflecting the company’s efforts to to diversify its product line and target new market opportunities. The logo also signified the modern family with two children.
The current version of the Nestlé logo has been recently simplified, as an attempt to make it more contemporary and coherent. While the tree tends to depict an oak, the birds symbolize thrushes.
Colors of the Nestle Logo
The Nestlé logo mostly uses two colors: silver and blue.
Font of the Nestle Logo
The Nestlé logo incorporates a modified form of the classic Helvetica typeface.