Image: Kleenex
As Kleenex marks its 100th anniversary, the world-renowned tissue brand has unveiled a fresh visual identity created in collaboration with Turner Duckworth and parent company, Kimberly-Clark. The new logo is not just a simple redesign but a unification of Kleenex’s brand presence across global markets, reaffirming its place as a household name in facial tissues.
While the iconic Kleenex wordmark remains recognisable, the logo has evolved to include a distinctive crown-like icon. This shape, subtly resembling a folded tissue, frames the lettering and symbolically elevates the brand’s status. More than a mere decorative element, the crown represents Kleenex’s reliability during life’s “unexpected moments” – whether it’s wiping away tears or managing seasonal allergies. The familiar curves of the Kleenex script and the crown’s ergonomic design reflect the softness and care the brand stands for.
One of the main goals of the redesign was to create a unified brand identity that could be consistent across global markets. Over the years, Kleenex’s visual presence had varied, with different logos and colour schemes used in different regions. By standardising Kleenex Blue as the primary brand colour and introducing a custom typeface, Kleenex Serif, the new identity creates a cohesive look that strengthens the brand’s visual equity.
Designed to blend heritage with modernity, this update is more than cosmetic. It reinforces Kleenex’s leadership in the category and enhances the brand’s emotional connection with consumers. New illustrations, featuring the soft curves of the crown, bring warmth and personality to the visual identity, while playful animations and slogans like “Every season, every reason” capture the essence of Kleenex’s role in everyday life.
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