Charmin is a brand of hygiene products, established in 1928 in the USA. The label is owned and managed by Procter & Gamble and its products are sold worldwide.
Meaning and history
Charming is probably the most recognizable brand of toilet paper in the world. Its visual identity was always delicate and elegant and the color palette hasn’t been changed since the 1950s.
The original Charmin logo was designed in the 1930s and featured a cursive wordmark with the curved letter “C”. In 1940 the brand decided to create a stronger and more modern visual identity and designed a bold sans-serif logotype. The signature white and blue color palette appeared with the redesign of the 1950s. The white lettering was placed on a bright blue background, composed of two shades.
In the 2000s brand got a new style of the lettering – bold and smooth with light blue shades. It started looking soft and friendly. The last logo redesign was held in 2015 and brought a new shape of the background as well as a refined typeface of the inscription.
The dark blue cloud, outlined in a lighter shade, has a white cursive nameplate on it. The dot above the letter “I” is curved and all the letters have a light blue shadow.
The Charmin logo today looks fresh and pleasant, evoking a sense of comfort and quality. It shows the brand as a reliable and safe and keeps the traditions of the company.