Vaseline is a line of cosmetic products owned by the Anglo-Dutch company Unilever. It markets petroleum jelly, body creams, deodorants, lotions, soaps, and cleansers on the international market. Moreover, this is a very old trademark, since it appeared in 1870-1872, and the name of its main product became a household name: the word “Vaseline” is now called the product itself, and not its manufacturer.
Meaning and History
The term and logo arose immediately with the release of the unique Vaseline product. Its production started in the 70s of the last century and, naturally, until now, the brand’s emblem has undergone several changes. There are seven main options in the arsenal.
1870 – 1872
On the label of those years, the word “Vaseline” was present with a wide letter spacing. The signs were thin and slightly curly – particularly the “e” and “s” with curved lines. The brand name was written “Whit Petroleum Jelly.” The symbols were light and set against a dark background.
1872 – 1928
The logo received a new font – printed, in upper case, with small serifs. The letters became dark and were placed on a light substrate.
1928 – 1969
The designers returned the original version of the emblem, slightly changing the “e” shape: the curly bend disappeared from it. They also removed the serifs and placed the word “Vaseline” on a yellow-olive background in a horizontal rectangle. Added a circle with a thin border.
1969 – 2004
After expanding the assortment, a logo redesign was required not to associate with just one product visually. Therefore, management approved the tightly spaced serif version. All signs are blue, wide, of a classic shape.
2004 – 2006
The symbols are light, smooth, chopped, and the background is dark blue.
2006 – 2018
The designers replaced the rectangle with a semi-oval with non-rounded edges. They also changed the font. The background was made blue with a light highlight below and two gray border lines.
2018 – present
The developers have improved the semi-oval: they added a gray edging around the entire perimeter and moved the light spot to the center.
Font and Colors of the Emblem
In all versions of the logo, the base element is the brand name. It has been played in several modifications. Most of the changes concerned serifs: they appeared and disappeared. In 2007, a sign with a truncated oval was approved.
The spelling of the word “Vaseline” was almost always classic: the first letter is capitalized, and the rest are lowercase. Modern typography uses a grotesque typeface from the Sans Serif series. Signature colors include white, gray, and blue in several shades.