Covergirl Logo PNG
Covergirl’s logo demonstrates the company’s global reach and scale, with sales worldwide. Every customer can count on flawless makeup and attention as if they were a girl from the pages of fashion magazines.
CoverGirl’s history began before the brand existed. In 1917, Maryland physician Francis Townsend founded Noxzema Chemical Company in Baltimore to produce his camphor, menthol, and eucalyptus skin cream. For decades, the company sold Noxzema and later added shaving cream and sunscreens in the 1950s.
In January 1961, Noxzema launched CoverGirl with liquid foundation and pressed powder. The line was promoted as “medicated makeup” and contained antibacterial ingredients, including hexachlorophene. Its main audience was teenagers and young women with troubled skin. At first, the range had only three shades for fair skin, yet by the end of 1961, sales had already passed half of Noxzema cream’s record annual volume.
In 1963, Jennifer O’Neill became the face of CoverGirl at about 14 and stayed with the company for about 30 years. In 1966, Noxzema Chemical became Noxell Corporation and moved to Hunt Valley, near Baltimore. CoverGirl then expanded into mascara, eye shadow, lipstick, and nail polish. In 1976, Christie Brinkley joined the brand. She retained its face into the mid-1990s, helping CoverGirl compete with Maybelline in the mass makeup market.
Procter & Gamble bought Noxell in 1989 for about $1.3 billion, making CoverGirl its first color cosmetics line. P&G later moved Max Factor production to Baltimore. In 1997, CoverGirl introduced “Easy, Breezy, Beautiful,” which was used for nearly twenty years. Coty acquired P&G’s beauty division, including CoverGirl and Max Factor, in October 2016 for about $12.5 billion. In 2017, the brand replaced its slogan with “I Am What I Make Up.”
Meaning and History
The company’s visual mark changes are related to the brand’s transition to new owners. However, the owners’ idea of the brand is not very different, so there is no cardinal logo transformation after the purchase. In all the emblems, there is a desire to show CoverGirl as a brand for a wide range of female representatives, regardless of age, territory of residence, and skin color. At the same time, the emblems’ inscriptions make it clear that the cosmetics brand highlights each woman’s individuality, making her the center of attention.
What is Covergirl?
This unique brand in the beauty industry brings professional cosmetics to drugstore shelves across America, providing quality products for everyone. The product lineup includes the iconic LashBlast mascara, long-wearing foundations, and vibrant lip shades, combining affordability with effectiveness. The brand’s strength lies in its diverse product range, suitable for all skin tones, skin types, and various cosmetic preferences. The brand also collaborates actively with renowned athletes, influencers, and celebrities, embodying its vision of authentic beauty.
1961 – 1999
Noxzema promoted CoverGirl by giving its samples to famous models and other celebrities who appeared on the covers of fashion magazines. That is why the first logo had two variants:
- Presentable, as if for a magazine photo, in the form of an intertwined monogram of the first letters of the compound name C and G. The gilded and voluminous symbols were placed on a white, red, and black background.
- An ornate but more conventional logo in the form of the name is placed on two levels.
The gold letters further emphasized the brand’s elitism and peculiarity. The sign’s duality showed that the brand’s goods were meant for both the famous and for women who aspired to become such.
The red, black, and white background hinted at black, Hispanic, and light-skinned people. This emblem shows that the company is aware of women’s needs. It’s tailored to individual needs, so women can get the product that’s perfect for them and always look their best.
1999 – 2017
In 1989, Procter & Gamble acquired the brand. To increase sales, the company decides to update the image of its acquisition to make the identity more modern. The changes were timed to coincide with the entry into the new millennium.
The logo style remained verbal, but the monogram was no longer used. The brand name was written in capital letters with varying glyph thicknesses, making the inscription elegant. There was a twist in the font, a hint that there is something special in every woman, and she can change the world. This echoed the large-scale projects launched by Procter & Gamble to improve life on earth for the brand.
The emphasis on the name reflects women’s desire to imitate popular and famous heroines, with the dream of becoming a recognized beauty and appearing on magazine covers. Buying cosmetics that are used by their favorite stars, female customers joined the high circles, the elite. One step closer to popularity and standards of beauty. And the logo subconsciously perpetuates the feeling of getting closer to Olympus.
2017 – today
In 2016, the company was acquired by Coty, Inc., bringing its perspective to the understanding of visual identity. The lettering changes the font, echoing the image characteristic of Coty’s logo, smooth, clear letters with flowing roundings.
The emblem speaks of the sustainability of confidence in one’s future. “We become what we strive for, what we use,” is the brand’s new message. And the company creates a product that helps a woman stand out and become a noticeable personality.
Font and Colors
The main color of the logo is black. It says that it is safe to buy the brand’s products. They are time-tested and environmentally safe. The shade conveys to customers a wave of calm and understanding that the cosmetics will accentuate their individual features. It’s like a black outline in a pattern.
The font is similar to Cosmata Bold, with a sharp V base resembling a tick. It shows: Covergirl is the best choice.