The popular skincare brand Body Shop was founded in 1976 by Anita Roddick in Brighton, England. It is recognised for its ethical stance in the beauty industry as well as for its distinctive logo. The range of products produced by the company includes perfumes, body care, and cosmetics. Over nearly five decades, the logo and its various iterations of The Body Shop have symbolised the brand’s commitment to natural beauty, sustainability, and social activism. The article describes the various logo changes, among other details of the company.
The Genesis of The Body Shop Logo (1980s – 1990s)
The original Body Shop logo was introduced at the inception of the brand. It featured a combination mark – a unique circular design paired with a prominent wordmark. The logo’s colour palette was chosen to be white and green to reflect the company’s dedication to purity, nature, and sustainability. The green, in particular, has always symbolised the brand’s eco-friendly ethos.
The logo displayed the brand name on two levels, with “The” centred above “Body Shop” in a bold, three-dimensional serif font with glyphs. Between the words “Body” and “Shop” was placed the brand’s iconic emblem. It showed a simplified laurel wreath in yellow. This circular emblem evoked ideas of community, compassion, and inclusion—values that were central to the mission of Body Shop. The emblem and the wordmark were placed against a green rectangular background for better visual effect.
(1990s – 2004)
In the 1990s, The Body Shop updated its logo to align with the minimalist trends of the era. The design became more streamlined, and the brand name was now split across three lines. In every line, the brand name showed a consistent serif typeface, while the emblem adopted a deep forest green colour. In fact, the brand name, across three levels, appeared between the ends of the feathers. This reinforced the brand’s association with natural products and ethical sourcing.
(2004 – 2017)
By the early 2000s, The Body Shop sought to modernise its visual identity. The circular emblem was refined, wherein the three feathered elements at the top gave way to two. The wordmark moved to the centre of the roundel and was rendered in a sleek, sans-serif font for greater legibility. The green became even deeper, which added a sense of sophistication and modernity.
(2017 – 2020)
In 2017, The Body Shop logo underwent only minor changes. The green shade was softened slightly, and the traditional sans-serif typeface was subtly elongated and narrowed. These tweaks maintained the logo’s recognisability while giving it a fresher and more contemporary feel.
(2020 – Present)
The most recent logo update for The Body Shop came in 2020. Here, the logo was reimagined to blend elements from both its original and more recent iterations. The roundel became more elegant and feminine. It shows thinner lines and the return of the three feathered components. However, these are now separated at the bottom for a lighter and more open look. The wordmark is moved outside the roundel and placed beneath in all capital letters using a clean, sans-serif font. This design emphasised clarity, inclusiveness, and modernity while retaining the brand’s heritage.
The Elements of The Body Shop Logo
Font
The minimalist logotype for The Body Shop uses a simple sans-serif typeface, which adds a sense of professionalism and stability. The font is similar to Ricaro Bold and FF Yoga Sans Pro Medium.
Colour
The Body Shop logo uses a forest green and white colour palette to symbolise nature and its power. Additionally, the colour palette also evokes a sense of life and health, besides protection and reliability.
Finally
The logo variants of The Body Shop Company are a testament to its enduring values and adaptability. While the visual details have shifted to keep pace with design trends and consumer expectations, the core elements—circular motifs, green colours, and natural symbolism—did not change. This consistency has helped The Body Shop maintain a strong, recognisable identity as a pioneer of ethical beauty.