Listerine Logo
Listerine is a mouthwash that promotes teeth whitening, protects enamel and gums from destruction and bacteria, and effectively removes bacteria. Mouthwash produced by this brand is considered one of the most popular in the world, as it accounts for more than 37% of the total sales of products in this category. The catalog also includes toothpastes and brushes, dental floss, as well as chewing tablets and mint strips for fresh breath.
Meaning and History
Since 2006, the Listerine brand has been owned by the Johnson & Johnson company. In fact, the history of this brand begins much earlier and is connected with the name of the English physician and surgeon Joseph Lister. He was the first surgeon to use sterile instruments during surgeries as he performed surgery in a chamber sterilized with crushed antiseptic The first Listerine product, which is now a mouthwash, was introduced in the USA in 1879 as an antiseptic for dental and surgical purposes. Dr. Joseph Lawrence, the creator of Listerine mouthwash, named the product in honor of Joseph Lister. It was manufactured by Lambert Pharmacal. Sales began to increase significantly in the 1920s as the effectiveness of the fight against bad breath thanks to the mouthwash was obvious. Now, the brand’s products are widely popular among buyers all over the world.
What is Listerine?
Listerine is a brand of oral care products that have antibacterial and antiseptic properties and help fight bacteria in the mouth. Listerine products include essential oils and other components that help with inflammation of the gums, cavities, darkening of tooth enamel, bad breath, formation of plaque, etc.
1914 – 196?
The original logo with its three-dimensional appearance and a shadow looks quite impressive given that it was designed over a century ago. The company used high-contrast strokes with the addition of bracketed serifs to create a sophisticated feel. The letters give off a shadow, which provides depth and interest to the overall image. At the bottom, it has a “Trade Mark Registered in U.S. Patent Office” tagline printed in light color using a small font.
196? – 1995
This version looks very different from the original. It is minimalistic, stylish, and professional. The company went for a solid black color palette. To create an impression of a trustworthy and strong company, it used straight, clean lines. The minimalistic look also contributed to the image of cleanliness and safety. The tagline was changed to a simple “Antiseptic” line.
1995 – 2013
Besides removing the “Antiseptic” inscription, the designer played with the font. It is instantly obvious that the spacing between the letters got significantly smaller. In addition, some of the strokes acquired a sharper and more pointed appearance. The black was also replaced by a dark gray, which preserved an image of a stable and reliable brand. Otherwise, the logo looks familiar thanks to the tall lettering and clean, bold strokes.
2013 – Today
The company kept its logo almost unchanged. The only element that was modified was the color palette. It was decided to bring back the black for the lettering. It surely looks very impressive combined with bold strokes. The updated version creates an image of a confident brand.
Font and Color
Over the years, it became clear that the company prefers a classic black for its logo with a neutral white base. This color creates a respected and sophisticated appearance. It is considered a powerful and timeless option. There was also a period during which the company used a dark gray logo, which looked softer than its black counterpart.
The logo introduced in the 1960s features a sans-serif font that looks exactly like Franklin Gothic font. The next versions use a very similar font, but it looks more like the ITCAvantGardeStd-Bold font. In general, it can be said that the brand preferred fonts with clean, bold strokes that created an image of a strong and trustworthy company.
