Safeguard is a line of hygienic soaps with antibacterial protection. It has been known since 1960 and is presented in several versions, as it is supplied to different countries’ markets. The brand is now owned by Procter & Gamble Corporation.
Meaning and History
Over the long history of the trademark, it has had many emblems, and almost all of them visually play with its name. To date, seven individual Safeguard marks are known on the American segment.
1960 – 1984
The debut logo consisted of the line’s name, made in handwritten font with the only connecting element – the transition between the letters “g” and “u.”
1984 – 1990
At this time, beige tones prevailed on the label – in the color of a bar of soap. The word “Safeguard” is written in blue letters with a slight slant. On the right above the word is a shield consisting of wide stripes.
1990 – 1993
The designers moved the shield below, making it a background element. The inscription was made in white and supplemented with a dark blue edging, and the beige was removed.
1993 – 2002
The shield acquired a narrow shape and was divided into two identical parts. The brand name has turned completely blue.
2002 – 2007
The letters are arranged vertically without tilting. Moreover, in this version, they are thin. The dash-shaped shield is increased in size, and its right corner is extended upward. An orange line appeared under the word “Safeguard,” and the inscription “Antibacterial” was located on the horizontal rectangle.
2007 – 2011
The emblem design became more complex and received more details: a sideways-turned shield, two circular arrows, and the brand name running diagonally. The text is white again with a blue border.
2011 – today
The developers changed the shield’s shape, placed it straight, and added a red rectangle with a slogan.
Font and Colors of the Emblem
The Safeguard logo has always had two main elements: the name and the shield. They both go from variant to variant, getting a new look. As a result, the text became diagonal, and the shield – curved with a gradient and edging.
Typography has gone from simple handwritten text to unique lettering with individual elements. For example, the head of the letter “r” is made almost invisible, with a sharp top. And in the very word “Safeguard,” there is not a single corner – it consists of roundings. The color scheme is also varied and includes white, beige, blue in several shades, red and orange.