JKR Asia creates identity for Unilever Four Acre

Strategic design consultancy jkr have designed the identity for a prestigious new management training facility for Unilever in Singapore.

With the name ‘Four Acres’, the Singapore campus is only the second of its kind in the world for Unilever and the first outside of the UK. Since 1954, Unilever has developed its leaders from across the world in Kingston in the UK.

The Four Acres logo uses selected icons from within the Unilever brand marque and arranges them in the form of a tree, an allusion to the ‘tree of knowledge’ and the themes of learning, development and growth that are central to the Four Acres experience.

Creative Director Daniela Nunzi-Mihranian says, ‘We were briefed to create an identity that would sit harmoniously next to the Unilever brand, and yet that would express the values and heritage of Four Acres. We chose specific icons for their inherent meaning: the spark to symbolise catalysing ideas and talent; the bird to symbolise freedom to grow, and the sun to represent creativity and optimism. In addition, we crafted two figures that form the trunk of the tree, representing the power of human connections’.

The identity was unveiled last month at the opening of the campus by Prime Minister Lee Hsien Loong and Unilever CEO Paul Polman.

Jonathan Donner, Vice President for Global Learning at Unilever adds, “jkr partnered with us to define our proposition and values and to craft an identity that reflects the unique experience that is Four Acres. As well as creating the identity and portfolio of collateral items, the jkr team were with us as strategic partners every step of the way. They have been key in helping to ensure the successful launch of this very high profile project.”