Tag: Morton Salt

The iconic Morton Salt Girl recently marked her 100th year anniversary as the face of the brand.

Pause for Thought worked with Morton Salt to refresh the brand by updating the logo and introducing a new packaging design system. Respecting her iconic status and avoiding a cartoon-style makeover, they evolved the Umbrella Girl in small and subtle ways, with cleaner linework and a hint of a smile.
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We worked with Morton salt to refresh its brand 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.

Read BRAND NEW‘s analysis of our work.