Libero is the name of a Swedish brand of diapers, owned by Essity, a company, which was formed from Svenska Cellulosa Aktiebolaget in 2017. The predecessor of Essity was established in 1929, and the Libero label first appeared on the market in the 1950s.
Libero is a brand with a long and rich history. Mostly known in the Scandinavian and Eastern European markets, it was created in Sweden, by one of the largest and most reputable companies of the times, Svenska Cellulosa Aktiebolaget, or simply SCA. The company was known as the major paper manufacturer, operating in the region from the end of the 1920s.
The company introduced its first diaper in the middle of the 1950s, but in its full power, the Libero brand started existing from the 1970s after SCA acquired Mölnlycke, the first manufacturer of cellulose-based baby diapers.
Today Libero brand is known not only for the baby diapers (which is, of course, the most famous and the main product of the label), the company also produces velcro diapers, diaper-wipes, wet wipes, disposable diapers, disposable bibs, and other hygiene products.
What is Libero?
Libero is the Swedish brand of diapers and hygiene products for babies, which is owned by Essity company. The first Libero diaper was introduced in 1966, and since then the company keeps growing and inventing new ways to make babies feel more comfortable wearing its products.
In terms of visual identity, the Swedish manufacturer of diapers hasn’t had many redesigns of the logo, and always used the wordmark as the only element of its badge. Although the inscription is always set on the packaging with lots of graphics, depicting babies and their happy faces.
The logo, used by Libero at the end of the 1990s, featured a calm deep-blue, white color palette, and smooth bold lines of the letters in the inscription. It was a very friendly and soft inscription, executed in a sleek sans-serif typeface, which is very close to such fonts as Chella Bold and Bochamella Bold, but with the contours slightly modified. The first letter of the wordmark was written in a custom font, with the lines curved and elongated, and their ends pointed. The tail of the “L” was “hugging” the vertical bar of the “I”, while the dot above the lowercase letter was overlapping the loop of the capital.
The redesign of the 2010s switched the color palette of the Libero badge to purple and changed its typeface. The most prominent element in the current Libero logo is the initial “L.” It is depicted in the same way as in handwriting. Due to it, the design gets a carefree touch. The plump, rounded letters have a very friendly look, which is good for a product intended for kids.
The old logo had much in common with the current one, yet the “L” was more elaborate there. Also, the ends of the letters were not rounded. Here the smooth ends elevate the kindness and caring feeling, and the purple color makes the image softer.