For years, the Schwarzkopf logo has stood for ‘perfect hair’. But in today’s diverse world, this no longer speaks to the individual. With ICONS OF YOU, we’re changing this and redesigning the world-famous logo.

How? By giving it to the people as a way of celebrating hair in all its diversity.

Our campaign brought the iconic silhouette design to life and transformed it into a platform everyone can use to express and celebrate themselves. In doing so, we gave our claim to be a brand that stands for diversity a consistent expression across all channels and touchpoints.

While the redesigned logo itself it not available for purchase, this campaign was about much more than products. Instead, it was about transforming the brand itself, with an ever-evolving logo design visible across all purchase points (and beyond).

In today’s world there is a clear shift towards not only acknowledging and accepting diversity – but celebrating it. This cultural change has an impact on everything from race and gender identity to body positivity and beauty standards.

As a result, our society’s definitions of beauty and perfection have changed over the years – and are in fact still constantly changing. This of course includes what we consider ‘perfect hair,’ because it isn’t the same for every person.

When the world is celebrating diversity and individuality … brands should be too. And is there a more iconic way to do so than through their logo design?

When it comes to hair, Schwarzkopf are the experts, with products across all categories, from style to color to care. It’s a brand that not only understands the power of hair to tell your story but celebrates it – in all its diversity.

But can one iconic logo convey all of that, simply because its well-known?

We didn’t think it was that simple… because a brand that’s all about diversity and individuality, should have a logo to match.

For over 100 years, the world-famous Schwarzkopf silhouette logo has stood for perfect hair. But although our definition of perfect hair has evolved over the years, the brand’s logo has remained almost completely unchanged.

In 2024, the brand therefore made a statement with its iconic logo and gave it to the people, letting them become icons themselves, and celebrating hair in all its many different forms.

With ICONS OF YOU, it’s no longer the brand’s logo that defines what is perfect, but the people themselves.

With ICONS OF YOU, Schwarzkopf’s logo was redesigned to encourage everyone to tell their own personal hair stories and create their own silhouette. This meant that not only celebrities became a part of our brand design, but anyone who wanted to.

Their icons – and the stories behind them – could be discovered on posters, digital out-of-homes, on TV, across social media postings, even on personalised product packaging. And of course, within the Schwarzkopf website logo itself.

The result: more than just a logo redesign.

An iconic device for the next chapter of the brand.

As the campaign is being rolled out, the value it adds to the brand’s identity is continually growing. With the redesigned silhouette logos appearing out-of-home, on TV and above all on digital channels, the campaign has transformed the Schwarzkopf brand into an inclusive platform, enabling everyone to tell their own hair story.

With the silhouette filter, we gave consumers a tool to generate their own logo designs. With over 1000 silhouettes created as of now, and over 300 million impressions on social media, the campaign is still growing. As more and more people become a part of it, the impact of this design evolution is ever-increasing as they continue to share their icons.

This is changing how people perceive Schwarzkopf as a brand – from one that simply celebrates professional haircare and craftsmanship, to one that celebrates diversity and individuality, and is open to everyone out there.