Always is a feminine hygiene brand from the American multinational company Procter & Gamble. It manufactures all types of sanitary pads and related products that are meant to offer protection, comfort, menstrual health, and confidence to women around the world. Since its introduction, the Always logo has undergone a few redesigns. These reflect changes in design trends, brand positioning, and consumer preferences. This article explores the evolution of the Always logo from its inception to the present day.
The Genesis of the Always Logo (1983–1994)
The original logo designed in 1983 featured a graphical image and the brand name in a fluid and cursive script. The style of writing the brand name evoked a sense of fluidity and grace. On the other hand, the graphical image comprised a roundel with a fuchsia drop shape at its core.
Depicting a combination of pink, white, and green elements, the central motif was enclosed within a white swoosh to give the impression of a protective embrace. The colour green within the roundel symbolised vitality, and the colour white represented purity and cleanliness. These elements together conveyed the aim of the brand: to provide care, comfort, and feminine health.
(1994–1999)
In 1994, the logo was redesigned in terms of style and colour. The brand name “Always” was executed using bold navy-blue strokes and a modern, cursive script to evoke sophistication. The roundel above the brand name formed a golden outline to denote excellence. The colour palette of the roundel had both pink and deep navy blue to complement each other. The redesigned logo, despite showcasing the essence of the brand, infused a contemporary appeal. These underscored the enduring promise offered by the brand to uphold quality and trust in the segment of feminine hygiene.
(1999–2002)
In 1999, the logo iteration embraced minimalism. As a result, the graphical image of a roundel was dispensed with. The brand name “Always” appeared in a vibrant azure colour to convey serenity and freshness. In fact, the lighter blue shade conveyed the brand’s adherence to hygiene. The soft typeface of the lettering showed a friendly and approachable feeling and reflected the support of the brand for comfort. The minimal and streamlined approach of the logo design underscored the brand’s commitment to offering high-quality and trustworthy menstrual care products.
(2002–2012)
The logo iteration of 2002 showcased a bird in flight soaring upward, thereby symbolising a dynamic element. Executed in the same shade of blue as the brand name, the bird signified the aspiration of the brand to offer freedom to its customers. The upward motion of the bird suggested the possibility of the brand breaking barriers. The typography of the brand name was stretched upward as well to signify the brand’s journey towards progress and empowerment. Both the bird and the text had deep shades of blue at their edges alongside the overall greenish-blue to generate a 3D effect.
(2012–2015)
In 2012, the logo redesign did away with the bird image and introduced an infinity sign. The sign was formed due to the overlap of both blue and green swoosh symbols. The brand name retained the vibrant shade of azure blue. The infinity sign was placed on the right top-end corner of the brand name to convey the meaning of endless possibilities. The infinity sign also represented the commitment of the brand to innovation and women’s health and hygiene. The overall logo redesign projected a forward-thinking approach to menstrual issues.
(2015–Present)
The latest logo iteration crafted in 2015 does not have any symbol to speak of and features the brand name in the familiar shade of azure blue. It thus pays tribute to the brand’s heritage and conveys a sincere desire to offer feminine care. Following the earlier style of writing, the letters “a” and “l” as well as “w” and “a” are connected to each other, respectively. Overall, the logo design exudes confidence and shows a bold step to project a focused brand identity.
The Elements of the Always Logo
The Always logotype features a custom lowercase cursive typeface that strikes a balance between softness and strength. Its flowing lines convey femininity and tenderness, while the bold strokes suggest reliability and safety. Although similar to fonts such as Boughies Italic and Brisbane Regular, the Always typeface has been uniquely modified to suit the brand’s identity.
The colour scheme of the logo combines a deep-sea blue shade with a vibrant grass green shade to create a visual impact that is both eye-catching and soothing. This colour palette serves multiple purposes:
- It reinforces the professional image and expertise of the brand in feminine hygiene products.
- The blue colour evokes a sense of trust, dependability, and protection.
- The green colour adds a fresh, natural element, which alludes to comfort and well-being.
Together, these design elements—the custom typeface and carefully chosen colours—communicate key brand values such as responsibility, care, and loyalty. The overall effect is a logo that resonates with the target audience. Besides, it conveys both the functional benefits of the product and the emotional reassurance the brand aims to provide.
Interesting Facts About Always
- The Ultra-Thin Pad was introduced by Always in 1984 by combining discreet wear with reliable protection.
- The Dri-Weave technology was launched by Always in 2001 to improve user comfort by efficiently removing moisture away from the skin.
- Offers a wide range of products, namely pads, liners, and wipes, among others.
- Ran a campaign called “#LikeAGirl” to let people know how strong and capable the girls are.
- Distributed millions of sanitary pads to girls who could not afford them.
- The company produces environment-friendly products, such as washable underwear.
- Initiated conversations around period by including non-binary people and transgenders.
- Collaborated with sportspersons and activists to spread more information about equality and menstrual health.
The History of Always
Always has established itself as a leading brand in the feminine hygiene industry. Launched by Procter & Gamble, a multinational consumer goods corporation, Always began its journey in the United States with a global mission: to provide women from around the world with superior quality menstrual products. The brand has made remarkable progress in enhancing comfort and boosting confidence among its users. It has enabled women to maintain their daily routines without disruption during menstruation. Its dedication to quality and innovation has cemented its reputation as a trusted name in feminine care.
The inception of Always in 1983 by Procter & Gamble marked a significant advancement in feminine hygiene. The brand swiftly differentiated itself by offering products that prioritised both comfort and dependability. The continuous efforts of the brand to improve its products reflect a deep understanding of women’s needs and a commitment to meeting them effectively.
Throughout its history, it has always focused on product development as well as education and empowerment. The brand has initiated various campaigns to break taboos surrounding menstruation and promote menstrual health awareness globally. This holistic approach to feminine care has helped Always maintain its position as an industry leader and a champion for women’s health and comfort.
As the feminine hygiene market continues to evolve, it always remains at the forefront. It consistently adapts to changing consumer needs and leverages new technologies to enhance its product offerings. The brand’s journey from its inception to its current status as a global leader in feminine care products exemplifies its resilience, innovation, and dedication to the well-being of women globally.
Finally
The evolution of the Always logo over nearly four decades demonstrates the ability of the brand to adapt to changing design trends and consumer expectations. From its original cursive script to the current minimalist design, each iteration has reflected the brand’s commitment to women’s health and empowerment. The journey of the logo reflects the broader evolution of branding in the digital age. It emphasises simplicity, versatility, and a strong visual impact.
As Always continues to innovate and respond to market demands, it’s likely that its logo will continue to evolve, always striving to represent the brand’s values and connect with its audience in meaningful ways.