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Keeping It Simple

Just as the world around us is always evolving and changing, brands evolve as well to keep up with changing trends. Some companies are lucky enough to have a timeless trademark that stands (or some variation of it stands) for decades. Ivory soap, however, is not one of those companies. Since it opened in 1879, the soap company has changed its look and logo numerous times. The most recent variation of the logo made the soap look like it was just another generic, store brand soap sold at the drug store. Nothing special. However, a redesign has completely vamped up the company’s logo and image. The current logo is in an entirely sans serif typeface, with the exception of the R, which  is all that remains from the previous word mark. The new add campaign is extremely simple and straight forward which coincides with the brand’s slogan: Keep it pure, clean, and simple. Overall, the new branding is much more modern and geared toward effectively appealing to the current generation.


  1. spotter2 wrote:

    The ad series as well as the new packaging is truly a testament to the idea that less is more, which I whole heatedly embrace. I think the redesign brings the company image up to date while remaining distinctive. The catch phrases in each ad are clever and convey the idea that Ivory soap is simple but effective (much like their new designs).

    Saturday, November 26, 2011 at 11:01 am | Permalink
  2. Chris Dowswell wrote:

    I really need a favor… would you happen to know the name of the font used for the words written on the soap? I really need that font and any help you can give would be incredible!


    Thursday, December 1, 2011 at 7:31 pm | Permalink
  3. sloredo wrote:

    I know that the logo is Gotham Book. But I’m not sure about the bars on the soap.

    Friday, December 2, 2011 at 5:11 am | Permalink
  4. ysong8 wrote:

    We are living in a modern world, and now everything we see in business designs are getting simpler and minimalistic. Now people love things that look cool and modern designs that makes big impact instead of those tacky busy designs.

    Tuesday, December 6, 2011 at 4:43 pm | Permalink
  5. dyanahua wrote:

    I really love their new logo and the color choices for their adds. Very Modern, Round, and attractive.

    Saturday, December 10, 2011 at 3:33 pm | Permalink