Beiersdorf AG, headquartered in Hamburg, has a new company logo.

It’s just the word, Beiersdorf, and it takes back the company’s old font – smooth, rounded letters to evoke care and trust. It is described as a “clean, clear and future-oriented design.”

Beiersdorf had its most recent logo for the past 35 years, which was a word and image mark with the abbreviation BDF – and four dots that stood for the four divisions of the company – cosmed, medical, pharma and tesa. Today, the company is divided into just two business segments: Consumer and tesa.

The new logo symbolizes the company’s focus on skin care, while also reflecting its roots – when pharmacist Paul C. Beiersdorf created the Nivea brand in 1882.

And it’s color? “Nivea blue” – creating a bond between the company and its strongest brand, Beiersdorf says.

CEO Stefan F. Heidenreich commented:

“Beiersdorf stands for quality, reliability and trust, for tradition and innovation. Most of all Beiersdorf stands for outstanding products and skin care expertise. The new Beiersdorf logo clearly reflects these values, our core competence and our identity. It is a development of the former logo oriented toward the future and builds a bridge between the company’s tradition and its future.”