Established in 1924, Kleenex, one of the most iconic tissue brands globally, has a history rooted in innovation. Launched initially with products like gas mask filters and cold cream removers, Kleenex soon shifted its focus to become synonymous with disposable tissues. Today, the brand, owned by Kimberly-Clark, is known for offering high-quality, soft, and durable tissues that consumers rely on for comfort and care. As one of the most recognizable names in personal hygiene products, Kleenex continues to play a significant role in households worldwide.
The original Kleenex wordmark, designed by Saul Bass in the 1960s, is both timeless and recognizable, with only minor tweaks made over the decades. Variants of the logo have featured different colors and accompanying shapes, but the essence of the wordmark has remained largely consistent. Turner Duckworth’s task was to modernize this legacy brand without losing its heritage. The goal was to create a contemporary, universally adaptable logo, one that would be clear and readable across all platforms, while maintaining the familiar essence of Kleenex.
The New “Crown” Logo Element
The most significant update to the Kleenex identity comes in the form of a crown-shaped background, which now accompanies the iconic wordmark. This crown design, central to the new visual identity, was inspired by a small crown symbol used by Kleenex in certain markets. The crown symbolizes both the brand’s leadership in the industry and the confidence that consumers feel when choosing Kleenex products. Visually, the combination of the crown shape and the “Kleenex” wordmark creates a unified design element, with both components harmonizing through their soft, curving lines. The crown also subtly hints at the shape of a tissue itself, adding a thoughtful and layered reference to the brand’s primary product.
The Kleenex wordmark received an update not too long ago from the design agency Rob Clark, which introduced a more pronounced contrast between thick and thin strokes, enhancing its expressiveness. Turner Duckworth maintained this design, incorporating the wordmark as white text against a blue crown background. The recognizable tagline, “Brand Tissue,” is still featured under the letter “x,” maintaining the brand’s familiar messaging.
Typography and Color Palette
In line with the light and fluffy aesthetic of the new logo, Turner Duckworth collaborated with typographers Lewis McDonald and Alex Tear to create the Kleenex Serif, a new custom typeface that will serve as the brand’s primary font. With its rounded forms and serifs, Kleenex Serif embodies both elegance and approachability, giving the brand versatility in presenting its product offerings and strengthening its unique identity.
Kleenex continues to use its signature Kleenex Blue as the primary color, though with a slightly updated hue that serves as a cohesive brand asset. This new blue will take on a larger presence in markets where other colors have previously been used, unifying the brand visually across regions. Complementary secondary colors in muted tones add depth and sophistication to the overall brand image, creating a mature and polished aesthetic.
Brand Cohesion: A Modern Yet Familiar Identity
When combined on posters and promotional materials, the typography, color palette, and other branding elements achieve a harmonious and professional look. While the new branding may seem to lack a dramatic “wow factor,” it’s important to recognize that this is the first comprehensive rebranding for Kleenex on such a scale—and it has been executed thoughtfully. Turner Duckworth’s approach addresses previous inconsistencies in the brand’s visual identity, adding warmth and creativity to this household name.
