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Unilever - Study - Logo Design

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Hellmann's Mayonnaise is a product of the Unilever Group. The world-famous mayonnaise was first produced in New York in 1905 by Margaret Hellmann for her husband Richard's delicatessen and has conquered the whole world from there. 

Unilever was looking for a logo that would show the proportion of recycled material in Hellmann's mayonnaise packaging. The consumer should be able to see and understand that 25 percent of the packaging consists of recycled materials. The logo was intended to make Unilever's efforts for more sustainability in its packaging transparent.

VUCX developed two symbols that pick up the mayonnaise jar as a visual and combined them with various graphic elements and text. Both variants were tested in a study with different target groups and used for the further development of symbols.