Lynx Logo PNG
The Lynx logo is powerful, brutal, and strong. The logo is aimed at a male audience. It hints at sports activities and strong muscles. It depicts a stylish, manly, macho man.
Axe appeared in France on June 6, 1983, as a new men’s deodorant from Unilever. It launched in three scents: Musk, Amber, and Spice. It was marketed as a men’s aerosol toiletry that combined deodorant and fragrance. The idea drew on Impulse, Unilever’s women’s perfumed deodorant from the 1970s.
In 1985, Unilever began expanding Axe across Europe. In the United Kingdom and Ireland, Axe was already legally unavailable, so Unilever sold the same product as Lynx, with Amber, Musk, and Spice as the first scents. In 1987, shower gels joined the range, and the company followed a pattern of releasing at least one new scent or product each year.
During the 1990s, Lynx became part of British youth culture. Gift sets with deodorant and shower gel became a familiar Christmas purchase. Later, Africa sold more than 400 million units in the UK and Ireland. Bartle Bogle Hegarty created The Lynx Effect campaign, built on comic exaggeration around attraction. In the same decade, Unilever absorbed the African men’s brand Ego and moved sales under Axe and Lynx. In 1996, fragrance consultant Ann Gottlieb, known for work with Calvin Klein scents, was brought in to develop new formulas.
Axe entered the US market in 2002, and deodorant sticks followed in 2004. Its main rival during this period was Old Spice, which responded in 2010 with a viral campaign featuring Isaiah Mustafa. By the mid-2010s, The Axe Effect was losing relevance. In January 2016, Unilever launched Find Your Magic, shifting the brand away from its old formula. Later, Lynx returned to a revised version of the concept under The New Lynx Effect.
Meaning and History
The company’s logo has changed slightly over time, while maintaining a consistent style and font. Updates coincide with new fragrances, each accompanied by a powerful advertising campaign and concept. Each emblem shapes male perception through contrast, dark shades, and a wide range of letters, alluding to the power and self-confidence the fragrances deliver. Fashion and style are contained in the symbols without crossing the line of masculinity, attracting the strong sex to Lynx.
What is Lynx?
A French men’s brand known primarily for its deodorants and shaving foams. It is actively marketed in the United States, Europe, and Latin America. The company introduces at least one new fragrance each year. The most famous compositions are Dark Temptation, Alaska, Anarchy, and Apollo.
1985 – 1999
A black rectangular background and white capital lettering were chosen for the first logo. The contrast demonstrated the difference when using the brand’s products. The brand’s products, like a light, transform a man’s image, making him look more noticeable and attractive.
The brand chose the name specifically for English-speaking countries, as the original name, AXE, did not translate well. It caused difficulties with registration. On the other hand, the Lynx is associated with a strong, tough, courageous animal that reacts lightning-fast. Most men would be pleased to associate themselves with such a predator: Conqueror and conqueror of women’s hearts.
1999 – 2007
Spice has been added to the font. The sharpened ends appear in all the letters, resembling blades. The whole lettering becomes a composition of blades, evoking a smooth shave. The black background, with a gradient at the bottom of the letters, reinforces the sense of brutality.
The dark shades dropping down hint at the 1999 solar eclipse, which Voodoo Eclipse celebrated with a special Voodoo fragrance.
2007 – 2014
In 2005, Insights Interactive joined the brand’s advertising to study the basics of behavioral motivation among young men, enabling successful campaigns with the right message. During the changes, the brand’s logo was reconsidered.
This time, they chose a shiny silver metallic font with light reflections directed at the letters. For the first time, the sign has no dark backing. The reception conveyed crystal-clear purity and the sharp power of ice, alluding to shaving’s cooling effect and reduced perspiration. The emblem evokes the fresh smell of cold.
2014 – 2016
The brand’s first eau de toilette inspired by famous fragrances debuts. The logo changes mark a new direction in development. The name emerges from the darkness, with shadows playing across the elements. Each gray letter has a thin white border, which makes the symbols appear three-dimensional. The emblem recalls imagery from shooter video games. The theme of war relates to the brand’s new advertising campaign, which features the world-famous slogan: “Make love. Not war.”
2016 – 2021
In 2016, the company launched a large-scale campaign under the slogan “Wake up.” The advertisement precedes the release of the Black Night fragrance. The brand logo is also transformed into this concept. Amid the black night, dawn appears as white lettering against a dark background. The sign states that days and nights pass perfectly when you use the brand’s products.
2021 – today
In the modern logo, the company has abandoned backgrounds, emphasizing charcoal-black letters, smooth curves reminiscent of bent metal tubes, and microchips. The redesign and overall brand change reflect PB Creative’s efforts and Lynx’s desire to attract a younger audience. That’s why the lettering is in the graffiti style. Its message is: modern masculinity is intelligence and freedom.
Font and Colors
The emblem’s main colors, used in every sign, are white, black, and their shades.
- Black is a symbol of brutality and masculinity.
- White symbolizes the white shaving foam, purity, and freshness.
The font is reminiscent of “Mashine SemiBold”, with proportional, widely spaced lettering that evokes bodybuilders displaying strong biceps. The solid glyphs convey the confidence and solidity that characterize Lynx users.