Old Spice is an American brand owned by Procter & Gamble Corporation. But at first, it was only a line of goods of the same name, which the Shulton company made, founded in 1934 by William Lightfoot Schultz. In 1937, the entrepreneur expanded the series, making it a separate trademark. At first, fragrances were produced under it, but then it became a brand of purely masculine products – from deodorants to shower gels.
Meaning and History
In the early years, Shulton Inc. produced a women’s perfume, inspired by the potpourri of scents used by the founder’s mother. The company named its product Early American Old Spice. Then, on the crest of success, she made a male counterpart of the same scent. The range also includes lotion and shaving soap.
For them, the company first used the nautical theme and depicted a sailing ship on the label, which later became the prototype of all other emblems. The original sailing ships were Friendship and Grand Turk, and then the list increased. Many famous long-distance ships have visited the logo. Among them are Hamilton, United States, Sooloo, Maria Teresa, John Wesley, Java, Recovery, Birmingham, Constitution, Propontis, Salem, Star of the West, and others.
The sailboats fit perfectly into the men’s cosmetic line and perfectly echoed its name. The fact is that spices used to be brought from distant countries on ships, and sailors were considered the most courageous people because they had to overcome many difficulties. Thus, a nautical theme, emerging from aromatic spices, became the base for the Old Spice collection’s logos. And since only very rich people could afford spices, the line was recognized as a luxury one.
Subsequent attempts to change the emblem to another, without a large colonial ship, were unsuccessful. This happened in 1970-1990 when the management used an ordinary yacht on an ivory bottle in a buoy form.
The same step was taken by Procter & Gamble, which bought the brand in the summer of 1990. She expanded her assortment to include deodorants, so she wanted an influx of young buyers. Landor studio took over the redesign, involving Citizen Relations and Wieden + Kennedy. But in the end, the brand returned to its original choice – large sailing ships.
Font and Colors of the Emblem
The logo contains the image of a sailing ship used to deliver spices from exotic countries. He has three tall masts and a thin waving flag. Below is the phrase “Old Spice.” The ratio of their sizes varied at different times. Sometimes the ship was miniature, and the name was large. The ship is located at the junction of two words and sits above the “d” and “S.” The inscription is designed in the old style and complemented by neat roundings.
The name on the emblem imitates calligraphic handwriting. It is executed in italics, semi-connected handwritten typeface. The letters are streamlined with graceful curves. The modern signature palette consists of dark red and white, the old one in blue and white.