Kleenex Logo

Kleenex LogoKleenex Logo PNG

Since 1924, the logo of the brand of paper-based products Kleenex has been growing more and more unique and meaningful.

Meaning and history

Kleenex Logo history

Kleenex is an American brand born in 1924 offering dry and wet wipes, toilet paper, paper towels and hygiene products. It is owned by Kimberly-Clark Corporation, which also owns such brands as Huggies, Kotex, Viva, etc.

Today the brand is valued at $3 billion. Products are manufactured in 33 countries and are represented around the world. The company’s headquarters is based in Irving, Texas, USA.

In 2002, Kleenex sponsored the Olympic Games in Salt Lake City. About 10 million USD was spent on the campaign.

What is Kleenex?
Kleenex is a the name of a brand, which belongs to Kimberly-Clark Professional, and was founded in 1924 in the USA. The brand is specialized in the production of such hygienic products as toilet paper, cosmetic wipes, liquid and foam soaps, and disinfectant wipes.

1924 – 1932

Kleenex Logo 1924

The logo of the Kleenex brand, designed in 1924, featured quite a minimalistic and stylish concept for its times. It was an interesting mixed-case lettering in white, written on top of a solid navy-blue rectangular banner and accompanied by an image of a white cross in the center. The additional lettering was also set in white, in small capitals at the bottom of the banner.

1932- 1938

Kleenex Logo 1932

The redesign of 1932 introduced a super minimalistic version of the Kleenex logo, which stayed with the brand for the next six years. It was a clean uppercase lettering in a modern geometric typeface, written in bold white bars with a thin blue outline and set against a plain white background without any graphical additions.

1938 – 1960

Kleenex Logo 1938

In 1938 the color palette of the Kleenex logo remained the same, dark blue and white, but the concept was significantly changed. The new badge featured a white wordmark executed in a lightweight significantly narrowed sans-serif terrace with distinctive geometry, written across a solid blue horizontally oriented rectangular banner without any graphical decorations.

1960 – 1965

Kleenex Logo 1960

With the redesign of 1960, the Kleenex logo became stronger and more modern. The white lettering was rewritten in a more distinctive and confident sans-serif typeface with full-shaped characters written in medium-thick straight lines; while the color of the rectangular banner was changed from night-sky blue to greenish sea-blue shade.

1960 – 1980

Kleenex Logo 1960-1980

The type was replaced by a custom one. The lettering adopted a carefree handwritten style.

1980 – 2007

Kleenex Logo 1980
The wordmark grew bolder and was now colored dark blue.

1992 – 2007

Kleenex Logo-1992
The lettering grew white, while a blue ellipse appeared behind it.

2007 – 2020

Kleenex Logo 2007

The ellipse was removed from the background, while the lettering grew white again.

2020 – 2024

Kleenex Logo 2020

The Kleenex logo is a simple, yet effective design. The word “Kleenex” is written in a bold, blue font that is easy to read and recognize. The letters are stacked on top of each other, with the “K” slightly larger than the other letters. This creates a sense of balance and harmony. The blue color is associated with trust, cleanliness, and freshness, which are all important qualities for a tissue brand.

2024 – Today

Kleenex Logo

The redesign of 2024 has placed the iconic cursive Kleenex logotype on a smooth solid blue banner. The shape of the emblem reminds of a stylized cloud, which is as soft and caring as the products, sold under the famous brand. The bottom part of the banner is arched, repeating the lines of the inscription, while the top part is drawn with small rounded waves.

Font and color

The smooth and fancy Kleenex logotype is familiar to people all over the globe. Its soft thick lines and a calming color palette evoke a sense of expertise and professionalism, laced up with tenderness and caress. The Kleenex logotype in a handwritten style is executed in a font which is close to Rockaway Beach Thick Oblique, but with the lines modified.
The combination of white and blue colors in the Kleenex visual identity stands for reliability, safety, and high quality. It also evokes a sense of professionalism and trustworthiness, making the logo look fresh and clean.

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