Dove is one of the premium beauty products launched by the FMCG giant Unilever Plc. Founded in 1957 in the USA, Dove has created a niche for itself as a popular moisturising soap. A key part of this evolution has been its logo, the visual symbol that encapsulates Dove’s brand identity, values, and legacy. Over the decades, the Dove soap logo has undergone several refinements while staying true to its core elements. This article explores the history and transformation of the Dove logo, among other details, of the brand.
The Genesis of the Dove Logo (1955 – 1969)
Created in 1955, the original Dove logo featured cursive lettering in white against a calm blue background. A tagline, “Bath and Toilet Bar”, in white uppercase, was placed underneath the brand name. Above the brand name and to the right was displayed a stylised white dove bird with wings spread upwards facing left against a gold background.
(1969 – 1996)
In 1969, the redesigned logo featured a golden dove against a white background. Beneath this appeared the brand name in blue with wider letters, but using the same typeface. The golden dove bird emblem faced right now and was redrawn to look sophisticated. It represented growth and movement.
(1996 – 2004)
Designed by Joe Favata and Michelle Li for R. Bird & Co., the 1996 design saw the stylised golden dove bird facing left instead of right in the previous design. Besides, if the earlier design featured the bird’s eye in the form of a small white circle, this one did not feature any. The brand name was written in a similar style, but in a deep blue colour with thinner letters.
(2004 – 2012)
The 2004 logo design featured the golden dove emblem in gradient shades with white to appear more dynamic and voluminous. The new placement saw the right facing bird below the brand name, instead of the upper part of the logo in the previous variant. The brand name at the top was written using a new typeface with smoother lines and clean contours. The small letter “v” was changed as well and appeared more modern.
(2012 – Present)
The 2012 logo continues to remain to date and replicates the previous design with subtle changes. For instance, the bird was given an intense golden shade, while the typeface for the brand name was modified. The combination of blue, gold, and white colours in the logo represented clarity, tenderness, and luxury.
The Elements of the Dove Logo
Font
The Dove logo uses a custom typeface designed by Ian Brignell, and it intends to convey a sense of elegance and sophistication. The typeface closest to the one used in the Dove logo is Civita Light Italic, TribunADFStd-Italic, Elicit Script SemiBold, or Australis Pro Swash Italic.
Colour
The colour palette used in the Dove logo combines both plain and dark shades of blue. There is also the bright gradient rose gold to display the bird. Among the colours, blue represents excellence and professionalism, while gradient rose gold evokes a sense of elegance.
Finally
The Dove soap logo and its variations have undergone a steady and thoughtful evolution since 1957. While its design has adapted to new markets, digital platforms, and cultural shifts, its essence, that is, a dove symbolising softness and purity, remains intact. In a world of fleeting design trends, Dove’s ability to evolve while staying true to its core identity is a testament to the power of consistent, meaningful branding.