Henkel is a German multinational chemical and consumer goods company. It operates globally across adhesive technologies and consumer brands, featuring well-known labels like Persil, Schwarzkopf, and Loctite.
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1920–1950
Interwar wordmark
The 1920 mark established Henkel as a typographic identity, presenting the company name in a bold, upright serif face typical of German industrial lettering of the period. This era followed the company's post-WWI consolidation and the launch of Persil, which had made the Henkel name widely recognizable across Germany.

1950–1959
Postwar revision
After World War II, Henkel updated its wordmark to reflect the modernizing tendencies of West German industry, softening the letterforms and adjusting the weight of the type. The change accompanied the company's rapid postwar expansion into detergents and adhesives across European markets.

1959–1965
Early modern mark
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<img src="https://img.logo.dev/henkel.com?token=YOUR_API_TOKEN" alt="henkel.com logo" />A further refinement in 1959 moved Henkel's wordmark toward a cleaner, more condensed letterform, shedding heavier serifs in line with the wider shift toward Swiss-influenced corporate typography. This version was used as the company expanded internationally through acquisitions in the adhesives and surface treatment sectors.
1965–2002
Classic oval logo
The 1965 redesign introduced the oval enclosure around the Henkel name, providing a contained shape that worked across packaging, vehicles, and signage for decades. This mark remained in use for over thirty years as the company grew into one of Europe's largest consumer goods and chemical manufacturers.
2002–present · current
Contemporary mark
Henkel's 2002 rebrand replaced the oval with a clean wordmark set in a custom sans-serif, accompanied by a red oval symbol. The redesign unified the visual identity across Henkel's three business divisions and introduced the slogan 'A Brand Like a Friend', which was later replaced by 'Excellence is our Passion' in 2011.
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