Heartbrand

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1960s-1998

File:Langnese old empty.png

Prior to 1998, many of Unilever's ice cream companies used a logo with five horizontal red bars with the company name written in with a script font in a white oval in the middle. It can be traced back to the 1960s when it was used by Langnese in Germany, Eskimo in Austria, Olá in Portugal and Trollhätteglass in Sweden. As Unilever have expanded their ice cream business, new versions of this design have been introduced.

This design was however not mandatory, and there were several companies which had an independent logo design, even though they were subsidiaries of Unilever at the time:

• Wall's in the United Kingdom
• Miko in France
• GB Glace in Sweden
• Frisko in Denmark

1998–2003

In 1998, Unilever started introducing a new symbol for their various ice cream companies around the world. The new logo replaced the previous design in most countries, but the local names (such as Good Humor, Wall's, Langnese, Frigo, Algida, GB Glace) were carried on. The new identity was designed by Carter Wong & Partners.

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This map was created for the 1998 rebrand and shows countries where Unilever ice cream is available with the local brands in the new logo style.

2003–Present

Around 2003, Unilever started updating the Heartbrand. The symbol itself was symplified by removing the yellow shades in the background. The blue script lettering for the local names was abandoned in favour of a simpler all-caps font.

The new version usually has one colour, which eliminated the need for the white background ovals that were previously included when the logo was seen on a coloured surface. When on a white surface, the logo usually has red colour.

When the new logo was launched, it also brought a redesign of most of the companies lead product brands such as Magnum and Solero. When the 1998 heart logo was introduced, the heart logo simply replaced the local logo without any major changes in packaging. This time the packaging was more thoroughly overhauled. Kees van der Graaf, European president of Unilever ice cream said at the launch "Yesterday our branded items simply carried the heartbrand as an add-on – from today, the heart becomes an integral part of the total design."

The refreshed brand came with a Europe-wide marketing campaign, 90 branded ice cream bars and a cooperation with MTV.

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