#20 Numico

Country: Netherlands

Industry: food and beverage

About: Numico, best known for its Nutricia, Milupa, and Cow & Gate infant formulas in Europe, has become a North American nutritional heavyweight through its acquisitions of Rexall Sundown, General Nutrition Companies, and Enrich International, placing Numico at the top of the United States' market for vitamins and other nutritional supplements. Numico changed its name in 1998 from Nutricia to avoid confusing the corporate entity with its food label.

Mission: we are in the business of supporting health. Our vision is to be a profitable and growing worldwide leader in specialized nutrition. We want our products to help people lead healthy and rewarding lives. We accept and welcome the challenges and responsibilities that accompany our ambitions.

Words: nourishing, healthy, quality

Strategy: given the other brand child Nutricia, I decided to focus on the “NU” at the beginning of both their name. I kept the dark blue - symbolizing health and quality - and combined the two in a sensual curvy shape with the leaf symbol in the middle (nourishment, nature, natural). For the remaining word mark I chose a classy and timeless font.