CEO Stefan F. Heidenreich remarks, “The new Beiersdorf logo clearly reflects [our] values, our core competence and our identity. It is a development of the former logo oriented toward the future and builds a bridge between the company’s tradition and its future.”
The word and image mark with the abbreviation BDF and the four dots originally stood for the four divisions of the company – cosmed, medical, pharma and tesa.
Today, the company is divided into two business segments: Consumer and tesa. The new logo does away with any graphic elements and adopts the font of the old logo.
The colour of the new logo is in line with the Nivea Blue, thus creating a bond between the company and its strongest brand.