Nestle is a food and beverage company that is a leader in several core industries. Its logo can be seen on tea, coffee, confectionery, frozen convenience foods, cereals, snacks, bottled water, health, and baby food. The brand’s location is the city of Vevey (Switzerland), where it appeared thanks to the merger of two companies formed in 1866. Their founders are brothers George and Charles Page and Henri Nestle. Today, the former dairy enterprises have become a food industry giant, which owns 29 brands, 447 factories, and is recognizable worldwide.
Meaning and History
Nestlé has changed its logo several times over its 150-year career. There are currently seven known versions, which are almost identical, as the editing involved minor details. In general, the logo’s evolution moved from a complex version with a lot of details to a simple and understandable one. The visual identity of the company appeared before its formation.
1866 – 1868
The early version contains the family crest of the founder of the company, Henri Nestle. Its central element is a bird in a nest located inside the shield. Above it is a knight’s helmet with two lush feathers.
1868 – 1938
This emblem appeared during the founder’s life and was used for 70 years until it received the long-awaited update. It consisted of a nest where there were three chicks, and their mother was sitting next to it. This interpretation of the logo perfectly emphasizes the company’s basic direction – the production of products for feeding babies. According to the owner, these are blackbirds on a branch of an oak tree.
1938 – 1966
This period is distinguished by the fact that a horizontal inscription appeared on the logo – the Nestle company’s name. It was much darker than a bird’s nest, so it blocked its view.
1966 – 1984
In 1966, the artists redrew the central element: the nest with birds became contour, simple, without unnecessary details.
1984 – 1995
At that time, a legendary version appeared, as closely as possible resembling a modern logo. The designers moved the text down, left two chicks in the nest, and removed the worm from the bird’s beak.
1995 – 2015
This modification is visually simple because small touches have disappeared from the logo.
2015 – present
The current version received wide lines so that the trademark was conveniently displayed on personal digital devices.
Font and Color of the Emblem
The logo’s symbolism is directly related to the pedigree of its founder since it uses the image of a bird from the family coat of arms sitting on a nest. And she appeared there thanks to the surname Nestle, which in German means “bird.”
Since 1984, the name has been written in a typeface reminiscent of Helvetica, and before that, the classic serif typeface was in use. The capital letter “N” is graphically highlighted: one of its legs is lengthened horizontally, which gives the impression of protecting babies because the other characters are small, lowercase. The logo’s color palette is simple, based on a combination of white with brown, gray, or black.