NIVEA is both iconic and approachable—on a global scale. However, for years, its typographic expression was fragmented across different channels: alongside the brand logo, a variety of typefaces were used depending on the product, medium, and market. The goal was therefore to develop a consistent, globally effective brand typeface that captures the power of the logo, conveys a modern feel, and establishes a clear brand voice across more than 200 languages.
Our vision was a typographic identity that respects global diversity rather than flattening it. Each writing system—from Latin to Arabic, Chinese, Devanagari, or Thai—was initially developed based on its own typographic logic. Only then did we define unifying design principles. The result is a highly distinctive typeface family that allows for creative freedom while preserving cultural nuances.
The characteristic interplay of curves and precision found in the NIVEA logo shapes the new typeface family down to the finest detail. High legibility, balanced stroke weights, and a wide range of widths—from Normal to Compressed—make it universally applicable. As a variable font, it is technically future-proof and creates a consistent typographic voice for NIVEA worldwide. We consciously chose to move away from typographic neutrality—and toward a distinct identity.
With weights ranging from Light to Extra Bold, the typeface is visually effective in both headlines and body text. Variable fonts allow seamless adjustments between font styles. Just like NIVEA products, NIVEA Brand Type is everywhere. It is easy to use and adapts to you and your language environment.
