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In May 2004 Unilever revealed a new logo which replaced the now-dated looking 1969 logo. Unilever had decided to promote their corporate image more prominently on their products, and felt that the old logo wasn't friendly enough. The new logo contains a big letter U which is made up of 25 icons which represent various aspects of the company's activies. "Unilever" is written in a script font underneath. The new identity was developed with Wolff Olins.