Morton Salt

For 100 years, America has celebrated life’s moments with the Morton Salt Girl.
Pause for Thought are delighted to have worked with Morton Salt to refresh its brand by updating its logo and introducing a new packaging design system. Respecting her iconic status and avoiding a cartoon-style makeover, we evolved the Umbrella Girl in small and subtle ways, with cleaner linework and a hint of a smile.
The new Morton Salt wordmark features a fresh and friendly font, while maintaining the leadership qualities of the original logo. A kick in the R mimics the Girl’s step.

Morton Salt