Kleenex Logo PNG
The Kleenex logo elements embed traces of thorough cleaning. The emblem cleans the surface on which it is placed, demonstrating the harmony, order, and purity that remain after using brand products.
Kleenex: Brand overview
Kleenex is an American trademark of Kimberly-Clark Worldwide, Inc.. It offers mass-market cleaning and care products, including napkins, paper towels, diapers, sanitary pads, and more.
Kimberly-Clark’s introduction of the first disposable tissues for makeup removal in 1924 marked the beginning of Kleenex’s history. The product was initially designed as a substitute for cotton towels, which had been used in World War I gas mask filters.
Between 1925 and 1926, customers began writing to the company, mentioning they were using the tissues as disposable handkerchiefs. This feedback prompted a shift in marketing. The 1929 campaign, “Don’t Carry a Cold in Your Pocket,” redefined the product’s purpose.
The brand gained widespread recognition during the 1930s. Paper tissues became synonymous with this product as the company improved production processes and quality.
In the 1940s, these disposable tissues became essential for military personnel and civilians during World War II. Sales increased further in the post-war years.
The 1950s and 1960s marked a period of product expansion. The introduction of pocket-sized packs and new tissue sizes broadened consumers’ options.
In the 1970s, Kimberly-Clark began international expansion, bringing the brand to new markets and making it widely available.
Advancements in production and packaging were made in the 1980s and 1990s, and new product variations were developed to meet diverse consumer needs.
Between 2000 and 2010, the focus was on diversifying products, improving quality, and adopting modern manufacturing techniques.
From 2010 to 2023, the company continued global expansion while maintaining innovative practices in production and packaging.
The brand has been among the most recognized names in the paper tissue industry for nearly a century. It continues to adapt to evolving customer needs while maintaining high-quality standards.
Meaning and History
The brand’s logo appeared immediately— in the year of the product line’s debut. It is associated with its name. Therefore,e consists of only one word, from a clear geometric shape to a free-rounded inscription. In total, there are seven logo options. All variants of visual identification of a trademark are associated with its name.
What is Kleenex?
This brand from Kimberly-Clark has become so synonymous with facial tissues that its name is often used as a generic term for the category. The company offers a variety of products — from ultra-soft tissues with lotion for sensitive skin to antiviral tissues that help prevent the spread of germs. The range includes pocket packs, decorative boxes that blend easily into home decor, and specialty options, such as tissues with vitamin E or aloe vera, meeting a wide range of consumer needs.
1924 – 1930
The original Kleenex logo, used during the brand’s early years, is characterized by its simplicity and bold typography. The letters are wide, with pronounced heavy lines, making the text sturdy and easily readable. The “E” letters stand out with more spacing between their lines, emphasizing the uniqueness of the design.
The logo’s background is rendered in deep dark blue tones, highlighting solidity and reliability. At the center is a white cross, evoking associations with medical applications, as the brand was initially positioned primarily for hygienic purposes.
The lower part of the logo includes the inscription “Cellucotton Products Co.” and a reference to the brand’s origins—Neenah, Wisconsin, U.S.A. These details underscore the company’s industrial roots and American heritage.
This simple yet impactful logo design was a functional choice for its time, reflecting the product’s practicality and its focus on utility.
1930 – 1938
The word “Kleenex” has become hollow inside. Each mark is outlined with a thin black outline.
1938 – 1960
The designers changed the style of the lettering using elongated threadlike letters.
1960 – 1965
The navy blue has been replaced by turquoise, which significantly refreshes the look of the Kleenex logo. The base has become narrower, and the letters have decreased with it. They are still vertically elongated but not as filiform as in the previous wordmark. The sans-serif font is roughly similar to Sign Stickers JNL Frontfill by Jeff Levine Fonts.
1960 – 1980
This period was pivotal for the visual identity of the Kleenex brand, as it was during this time that the iconic “Kleenex” wordmark, resembling handwritten text, was developed. The logo gained a sense of softness and friendliness through the smooth curves of the letters, emphasizing the comfort and ease of using the product. This style became the foundation for the design of all future brand logos.
The lettering was crafted with meticulous attention to detail. The typeface appears hand-drawn, featuring thin lines and elegant transitions between elements. The smoothness of the letters was deliberately designed to symbolize the softness and quality of the product. There are no sharp angles; everything is rounded and harmonious.
An interesting feature of the typeface is the seamless integration of the initial and final letters, giving the logo a sense of unity and completeness. The “K” is particularly noteworthy, as it effortlessly sets the tone for the entire composition, flowing gracefully into the subsequent letters. Each letter maintains a balance between space and lines.
This visual emblem represented Kleenex’s core values — softness, care, and reliability. The simplicity and clarity of the design highlighted the product’s universality, making it instantly recognizable and beloved by consumers worldwide.
1980 – 2007
Management immediately changed the writing style, choosing bold letters and adding the phrase “Brand Tissue.”
In 1992, the brand name was placed in a blue oval.
2007 – 2020
The current logo is with handwritten text arranged in an arch.
2020 – 2024
The 2020 redesign hasn’t gone unnoticed, even though the wording of “Kleenex” hasn’t changed at all. Designers worked with color, using deep azure instead of dark blue. They also removed the registered trademark sign and the phrase “BRAND TISSUE” on the right in two lines. The brand name is written in one unbroken line. It looks like a long, twisted ribbon because all the “l” and “e” form loops.
2024 – today
The new Kleenex logo retains its iconic handwritten script, which remains the centerpiece of the design and symbolizes the brand’s friendliness and accessibility. The font appears relaxed and modern, with refined soft curves and smooth lines, emphasizing the ease and comfort associated with the product.
One of the key changes is the wave-like background, reminiscent of a tissue fold. This addition makes the logo visually engaging and adds depth. The background’s shape subtly hints at a crown, highlighting the brand’s leadership in its category. This blend of simplicity and symbolism sets Kleenex apart from its competitors.
The updated shade of blue is more vibrant. Blue is associated with cleanliness, freshness, and reliability — qualities the brand is celebrated for. The contrast between the white lettering and the deep blue background enhances readability and makes the emblem more striking.
An additional “Brand Tissue” tagline in the lower corner, tilted slightly and rendered in a minimalist style, emphasizes the brand’s connection to the tissue segment. This tagline’s placement creates balance in the overall composition.
Kleenex: Interesting Facts
Kleenex is a famous tissue brand started in 1924 by Kimberly-Clark. It’s found in many homes worldwide.
- Makeup Removal: Kleenex tissues were first used to remove makeup. They were a hit because you could throw them away after using them, which was neater than using a cloth towel. Later, people started using them instead of handkerchiefs to blow their noses because they were cleaner.
- During the War: During World War II, Kleenex material was also used for medical dressings, which showed how useful and versatile Kleenex could be.
- Easy to Get One: In the 1930s, Kleenex made a box that let you easily pull out one tissue at a time. This smart box design is now used everywhere.
- Bigger Tissues: In the 1950s, they made “Man-Sized” tissues for those who wanted bigger tissues. They’re now called Kleenex Extra Large.
- Fighting Germs: In 2004, Kleenex made the first tissue to kill viruses, showing that it’s serious about keeping things clean and safe.
- Helping the Planet: The company that makes Kleenex, Kimberly-Clark, is improving the environment by using recycled materials, using less water, and ensuring that its products don’t harm forests.
- Everyone Knows Kleenex: Many use “Kleenex” to mean any tissue. That shows how popular and well-known Kleenex is.
- Around the World: You can buy Kleenex in more than 170 countries because people everywhere like them.
- For sensitive skin, Kleenex uses lotion and aloe and makes soft tissues for people with sensitive skin.
- Pretty Boxes: Kleenex boxes come in many designs, thanks to collaborations with artists and designers, making them attractive in homes.
Kleenex has come a long way from being just for removing makeup to becoming a must-have for hygiene. They keep developing new ideas, caring about the environment, and making products people need, making Kleenex a big name in personal care.
Font and Colors
At first, the founding company chose a strict font for the logo—a classic one with angular characters. Then, it switched to a free cursive, imitating curved handwriting. The emblem’s color scheme is simple: white, blue, and black.
