Aquafresh is one of the largest manufacturers of oral care products. It has existed since 1972 and was founded by the Indian company JHS Svendgaard Laboratories. GlaxoSmithKline now owns the brand.
Meaning and History
For half a century, the brand has changed seven logos, and the eighth is currently in use. The first version was approved a year after the brand was launched.
1973 – 1986
The debut emblem is very terse: it contains a white lettering “Aquafresh” with shadows that give it a three-dimensional effect. Above the letters “q,” “u,” and “a” is the “lane” of toothpaste. The background of the logo is gray, elongated, rectangular.
1986 – 1989
In 1986, the lettering background turned white, the toothpaste became distinct, and the name blue.
1989 – 1992
At this time, the company switched to the emerald version of the word “Aquafresh.” The smear of toothpaste was moved down and added color. Since then, it has been white-red-blue.
1992 – 1996
The designers left only the inscription and removed everything else. The blue letters are located diagonally, tilted slightly to the right.
1996 – 1998
The company has a very colorful sign. The letters are large, deep blue, with shading on the right. From the tail “q” to the middle between “r” and “e” there is a three-color toothpaste.
1998 – 2005
The lettering has got muted colors, a slight tilt to the right side, and a shift of the paste stroke towards the leg of the letter “a.”
2005 – 2012
The designers softened the color palette and removed the slogans “Fluoride toothpaste” and “Triple protection.”
2012 – present
The ratio of “squeezed” toothpaste and the brand name has changed: graphics prevail over the inscription. The brushstroke has become gradient and starts at the highlight next to the capital “A.”
Font and Color of the Emblem
Since the founding of the trademark, the logo has not changed its concept: it always had toothpaste and the word “Aquafresh.”
The main typeface of the inscription is Sans Serif with italic elements. The signature palette is a combination of white, blue, and red in shades.