Henri Nestlé was one of the first Swiss manufacturers to build a brand with the help of a logo. He was the one who recognized the importance of branding from the very beginning. A logo is much more than a symbol of identification. If designed well, it also tells the story of a company by conveying the company's brand message in such a that it also helps establish and emotional connection with its target audience. This is what Henri Nestlé did with his very first logo, and subsequently with its every evolution and change.
The original Nestlé trademark was based on his family's coat of arms, which featured a single bird sitting on a nest. This was a reference to the family name, which means ‘nest’ in German.
Henri Nestlé adapted the coat of arms by adding three young birds being fed by a mother, to create a visual link between his name and his company’s infant cereal products. He began using the image as a trademark in 1868. Today, the familiar bird’s nest logo continues to be used on Nestlé products worldwide, in a modified form. In 1995 this logo was simplified and three birds became two. The tree is supposed to represent an oak and the birds thrushes. In 2015 the logo was made softer for an easier read on modern digital devices, whilst in 2021, albeit the logo kept its iconic composition, the emblem was enlarged. This was done so that the whole logo looked more balanced and solid.
Although the logo has been updated throughout the various years, it remains immediately recognizable and distinctive. Nestlé is not just a legend, but also a visual identity. The multinational familiar badge has undergone a total of six redesigns throughout the Company's history, but its main symbol remains unchanged for more than a century.
Take a look at how it has evolved over the years.