Morton Salt Logo Redesign
The iconic Morton Salt girl got a slight makeover recently in honor of the brand's 100th anniversary. The changes to the iconic brand figure are so subtle, one wouldn't even notice. Not the case with the update to the wordmark. The new logo features a more current font yet still holds onto the strength of original wordmark - note the bold, all-caps type. The major change lies in the letter "R" which now has a little kick to it, mimicking the Morton Salt Girl's step.
Two New York, NY-based agencies were involved: Pause for Thought designed the new logo and packaging (not shown, yet) and Addison developed the master brand positioning and 100 anniversary branding.