The term co-branding covers a variety of different activities in which we market or communicate together with one or multiple other brands. Each party contributes to the effort, which is why we appear together – generating spillover effects for all brands.
There are many examples of co-branding across our organization: Long-term partnerships or one-time collaborations, joint appearances of Henkel and our product brands, or sponsoring activities. They all help us achieve our strategic, business and communication goals. To strengthen the Henkel brand and ensure clear recognition, we follow a systematic approach for co-branding.
For partnerships and collaborations, we either accommodate the partner in our brand design or we are guest in the partner’s design.
We always aim to create as much visibility for the Henkel brand as possible, but the degree of visibility for each brand can vary depending on the type of partnership, use case, context, or mandatories of the cooperation contract. Strategic partnerships or collaborations on corporate level or business unit level always use the Henkel brand (e.g., Henkel and SAP, Henkel and Meta Whitepaper). There are also partnerships and collaborations on product brand level (e.g., Somat and Miele) that follow the respective product brand guidelines.
It is possible that a partnership is communicated in the partner’s brand design (on their touchpoints) and in the Henkel brand design (on our touchpoints) at the same time.
Partnering levels
There are five partnering levels. The key question to determine which one to use is: How prominent must or can the Henkel brand be in your given case?
Please note: In any case, we do not mix our brand elements with those of a partner brand to create a joint appearance.
Principles for logo use
Logo spacing and size
To ensure equal size of both partners, partner logos shouldn’t be placed bigger than the Henkel logo ellipse. Since partner logos may vary greatly in size and shape, the exact proportions and spacing are always determined individually.
- General rules
- Long partner logo
- Compact partner logo
- Square partner logo
Design principles for integration of an endorsed partner in Henkel context
How to use the optional endorsement message
- Message examples
- Size and placement
Examples for endorsement messages
The endorsement message can be placed next to the logo on the left or stacked above it, either centered or left-aligned.
Design principles for integration of a co-branding partner in Henkel context
Logo placement
The Henkel logo and a partner logo can be placed either side by side or stacked horizontally to accommodate different formats and communication needs.
Design principles for integration of a co-branding partner in Henkel context
Design principles for integration of a co-branding partner in Henkel context
With endorsements, we encourage to distance the hosting partner logo and the Henkel logo incl. sponsoring message from each other, e.g. by placing them on different areas of the layout.
Sizing and positioning should follow the hosts guidelines.
How to use the optional endorsement message
- Message examples
- Size and placement
Examples for endorsement messages
The endorsement message can be placed next to the logo on the left or stacked above it, either centered or left-aligned.
Design principles for co-creation
Co-creation means that we create a new visual identity together with another brand to communicate a joint product or service.
This type of branding needs to be decided on a case-by-case basis and must be developed in cooperation with Corporate Branding & Communications Strategy.
This solution requires substantial investments and resources for creating and managing the new brand. It is only used if legal reasons require it, or if no other branding level can be applied. For more information, please see
→ Brand architecture → Independent brands.
Through sponsorships of events and initiatives we increase brand awareness and our standing in respective target groups.
Potential sponsoring opportunities can range for example from conventions to sports and cultural events to educational projects. We always make sure that the sponsored activity and other sponsoring partners fit our brand.
Please also check if there are any contractual obligations related to branding that need to be considered. It is possible that a partnership is communicated in the partner’s brand design (on their touchpoints) and in the Henkel brand design (on our touchpoints) at the same time.
Regarding general questions regarding corporate sponsorships, please reach out to the Corporate Sponsorings and Events team (sponsoring@henkel.com).
Henkel sponsorship communicated as endorsement in the partner’s brand design.
In rare cases, Henkel hosts an event or activity and includes external sponsors. We have two options to integrate them based on their level of contribution.
- Option 1: Integration of sponsor as endorsement
- Option 2: Integration of sponsor as co-branding
How to use the optional endorsement message
Endorsement messages help define the way in which the endorsed brand is contributing to joint effort. The endorsement message can be placed next to the logo on the left or stacked above it (either centered or left-aligned.)
Logo placement
The Henkel logo and a partner logo can be placed either side by side or stacked horizontally to accommodate different formats and communication needs.
We are fortunate to have both: a strong corporate brand as well as many unique and renowned product brands across our businesses. While our product brands cater to specific customer and consumer needs, the Henkel brand sets the mutual foundation and addresses general key target audiences.
Communication on overarching strategic topics
For strategic topics and communication activities on Henkel brand level, we aim for them to appear together under the Henkel umbrella. This applies especially when multiple product brands - within one Business Unit, but also across Business Units - communicate jointly on these topics, e.g. through sustainability campaigns, educational programs or initiatives.
Product brands as co-sender
The Henkel brand design is applied. One or multiple product brands appear as co-sender(s).
We visually distance the Henkel logo and the product brand logos from each other, e.g., by positioning them opposite from each other or on different areas of the layout.
Product brands logo bar
The product brands logo bar enables us to showcase Henkel’s product range, our top brands or our brands relevant to a certain topic, market or industry. It is used for example as a boilerplate in press releases, corporate publications or on our websites.