Designed in collaboration with Kleenex’s parent company, Kimberly-Clark, the refresh offers more than just a makeover—it unites the iconic tissue brand across global markets as it commemorates a century in business.
Kleenex, the world-renowned facial tissue brand, marks its centenary with a new global identity crafted by Turner Duckworth. This redesign aims to bring consistency to the brand across all regions while infusing it with a distinct personality that highlights its role in life’s “unexpected moments”—from wiping away tears to tackling seasonal allergies.
Over the years, Kleenex admits it had lost some visual consistency, with varying logos and colour schemes across markets. The wordmark itself has taken on many forms since 1924, most notably Saul Bass’ 1961 version. The challenge for Turner Duckworth was to create a unified logo and a meaningful, distinctive shape that ensures legibility across all contexts.
At its core, the work holds a crown-shaped icon that ergonomically frames the classic Kleenex script. This crown, subtly resembling a folded tissue, has evolved from a minor detail into a central design element. Metaphorically, it reinforces both Kleenex’s key status in the category, as well as its core brand idea of being there for us when we need them most.
The comfy curves of both the script and new distinctive crown have influenced the broader look and feel—particularly its typography and illustration. “Every aspect of the new identity reinforces the brand’s leadership in the category,” says Andy Baron, executive creative director at Turner Duckworth. “It’s about delivering strength in everyday moments while staying true to Kleenex’s heritage.”
Unifying the Brand Across Markets
The rebrand addresses this by standardising the signature Kleenex Blue as the primary colour across all touchpoints, ensuring a unified look that builds brand equity.
A custom typeface, Kleenex Serif, was also developed in collaboration with type designers Alec Tear and Lewis Macdonald. Drawing inspiration from the nuances of the original script, the new font aims to reflect the brand’s strength and adaptability.
Blending Legacy with Modernity
Balancing a rich heritage with contemporary appeal was a key challenge. The updated logo and colour palette are complemented by whimsical illustrations depicting scenarios where Kleenex plays a meaningful role, from joyful tears to soothing cold symptoms. These illustrations integrate the soft curves of the new crown symbol, adding warmth and personality to the identity.
And they’re all brought to life with gentle animations
Jennifer Kasmarick, from Kimberly-Clark, explains, “This rebrand represents a pivotal moment for Kleenex. It’s not just about celebrating the past; it’s about deepening the emotional connection with consumers as we look to the future.”
The new visual identity for Kleenex is currently rolling out in North America, with global adoption expected in the coming months, aiming to “reinforce its status as the trusted leader in facial tissues worldwide”.