The earliest Nestle logo was unveiled in 1868 by Henri Nestle, originating from the phrase “little nest”, the actual meaning of his name in his native German language. It was supposed to be an artistic conceptualization of his family crest. Henri registered a 15-year French patent for this logo. After his retirement in 1875, the memorable nest emblem was trademarked in Vevey, Switzerland by the new owners of the Nestlé S.A.
More than six decades later in 1938, the company’s name was introduced to the traditional nest insignia, making it a “combination mark”. Nestle changed its logo once again in 1966. Some minor graphic tweaks were made to the typeface and the nest mark was also simplified.
The worm in the beak of the mother bird was removed from the Nestle logo in 1988. In addition, an extra fledgling was also added to the corporate identity, reflecting the company’s efforts to to diversify its product line and target new market opportunities. The logo also signified the modern family with two children.
The current version of the Nestlé logo has been recently simplified, as an attempt to make it more contemporary and coherent. While the tree tends to depict an oak, the birds symbolize thrushes.
The Nestlé logo incorporates a modified form of the classic Helvetica typeface.
|Current version since||1988|