Secret Logo PNG
The Secret logo is full of freshness and lightness. It conveys the delicacy of the scent, the ease of application, and the product’s imperceptibility on the skin. The logo is associated with a dream, conveying the idea of an ideal product that meets customers’ deodorant requirements.
In 1945, Procter & Gamble began studying women’s personal hygiene as postwar American life changed and more women entered the workforce. Men’s antiperspirants existed, yet their formulas were not developed with women’s needs in mind. After more than a decade of research, P&G scientist Edwin Daley created Secret in 1956, the first deodorant-antiperspirant made exclusively for women.
Secret first appeared as a hand-applied cream. Its television launch used the character Katie Winters, played by Ann Starr Roberts, who advised other women to use Secret. The ads ran so often that Johnny Carson and George Carlin mocked them, but sales continued. In 1958, P&G introduced Secret Ice Blue roll-on, followed by a spray in 1964.
In 1972, copywriter Carol H. Williams created the line “Strong enough for a man, but made for a woman,” which defined Secret for decades. A round, solid stick arrived in 1978. In the 1980s, the package changed from round to wide to fit women’s hands, and scents such as Powder Fresh, Spring Breeze, and Sporty Clean expanded the range. By the late 1980s, Secret led US women’s deodorants by dollar sales, ahead of Degree from P&G and Dove from Unilever.
In the 1990s and 2000s, Secret added invisible sticks, gels, sensitive-skin options, and Clinical Strength, with protection comparable to prescription antiperspirants. In the 2010s, campaigns with WNBA, Serena Williams, and Swin Cash used the “All Strength, No Sweat” platform. In 2024, Secret launched Whole Body Deodorant, an aluminum-free line for body areas beyond the underarms.
Meaning and History
All changes to the company’s logo are related to its evolution, including new developments and offerings. The logos embody the fragrance directly. Each one uses elements associated with scent. The signs use delicate images and floral motifs to appeal to a female audience. Each incarnation of the brand is very harmonious and thoughtful.
What’s Secret?
This is a Procter & Gamble company, a leader in the women’s deodorant and antiperspirant market. It focuses on clinically strong protection while maintaining femininity. The range includes solid sticks, invisible sprays, and smooth gel formulas that provide long-lasting protection from odor and moisture. Among the products are formulas for sensitive skin and high-intensity activity, with scents ranging from clean and fresh to warm and sophisticated.
1956 – 1972
The first product logo appeared in 1956, when the deodorant was introduced to the public, although work on it had been underway since 1945. It was written in black, with slightly angled lettering, an unusually widened S-shaped top hinge, and an elongated t-bar.
Each of the lettering changes hinted at a new product. The curve of the capital letter resembled an armpit. The glyph t resembled a strip of cosmetics drawn with a finger. It was all about the fact that the first deodorant was released as a cream and had to be applied with the fingers.
1972 – 1987
The brand went beyond the U.S. and was sold overseas. A more feminine, brighter logo was created for the popular product. It represented the name surrounded by a motley dense carpet of leaves. Below the brand name was an explanation: “deodorant.”
The leaves conjured up associations with freshness, and the multi-colored coloring with floral fragrances. The tight ring closure showed how the product offsets unpleasant odors.
The presence of curls was remotely reminiscent of an armpit. And the overall design of the leaf part resembled a globe from afar, suggesting the product’s international expansion.
1987 – 1997
The brand became the leading brand among women’s deodorants and began a partnership with the Miss America pageant. The logo’s collaboration with the most beautiful models and the famous pageant is conveyed by the gold trim on all logo elements.
On the white rectangle is the name in black font, and below is the caption, “roll on.” The badge is reminiscent of the deodorant itself, and the petals represent the roller from which the fragrant product comes out.
1997 – 2002
An advertising project aimed at teenage girls and their parents has been launched. The logo of this period is very fresh and delicate. Quite appropriate for young female customers.
The brand name was set in a light, thin dark-blue frame with rounded corners. The clear shape testified to the harmony, beauty, and self-confidence that deodorant use gave.
The name was written in the same color as the serif letters, highlighting the brand’s exclusivity.
And above in the center of the frame is the highlight of the logo: casually drawn four pink flower petals and a green underline representing the leaves and stem.
The tenderness of the petals conveyed young age, virgin beauty, and blossoming femininity. The use of only part of the petals and their upward direction as if showing the spread of a pleasant fragrance. And the green feature spoke of health and freshness.
2002 – 2006
A transparent gel deodorant was released. The logo was noted for its role in lighting the composition. The usual frame was removed, and the font was made light and soaring. The lintel of the letter t is like a disappearing line drawn with the new medium; it barely leaves a visible mark. But after that, you can feel the trail of scent well, indicated by the flower petals above the jumper.
2006 – 2012
An antiperspirant that protects against perspiration secretion has been developed, as shown by the transformation of the emblem. The flower petals were moved, making them the base of the image. They acquired a slightly bluish transparent color, showing fragrance and water. At the top of the petals, the brand name is written. The sign shows that Secret prevents getting wet and sweat production.
2012 – 2015
In 2012, protection against sweat became more powerful. The company offers a deodorant that works for up to 48 hours. This is reflected in the emblem by the color intensification. The petals of the flower become four. And they increase the color’s intensity from lower to higher. The main one is as full as possible, clearly visible, and in blue. We have the brand name in white capital letters. The lettering shows the action’s retention over time, and the petal’s width and color indicate maximum, long-lasting protection.
2015 – 2019
The company presents itself at a large-scale night party, where more than 135,000 people can get acquainted with the 48-hour protection concept. The show’s emblem was prepared and slightly refined. The font was softer and more rounded, radiating harmony while maintaining the overall concept and composition. So the brand showed that the deodorant’s action lifts the mood and helps a woman achieve a more perfect image.
2019 – today
In 2019, a collection of deodorants with essential oils came out. They suggest an even greater lightness and airiness, as seen in the new logo. The backing has been completely removed. The upward-flowing lettering is done in a light blue hue, showing how quickly the pleasant fragrance spreads when applied.
Font and Colors
The main color of the logo is light blue. It corresponds to the name of the brand’s first product, Secret Ice Blue. It hints at the company’s rich history. The shade is fresh and airy, as a real woman’s deodorant should be. Blue is associated with ice and cold, canceling out the heat and sweat. It transmits color and wind vibes, indicating the presence of sprays. Shows the ease of spreading essential scents in the brand’s latest collection.
The font is unique, with subtle connections between the letters and strokes that refresh the skin.