Kiehl’s is a renowned name in the skincare and cosmetics industry with a rich history that dates back to its founding in 1851. This American brand was acquired by L’Oreal in 2000 and has since transformed into a large retail chain with footprints the world over. Offering top-notch hair, skin, and body care items, the brand sells a range of products through points of sale in department stores, airports, and independent agents.
The Kiehl’s logo has remained consistent throughout its long history. The brand’s visual identity reflects its heritage, sophistication, and commitment to excellence. The article explores the history and evolution of the Kiehl’s logo over the years.
The Genesis of the Kiehl’s Logo (1851 – Present)
The Kiehl’s logo has not changed since it was created and has consistently adhered to a single design philosophy. The primary element of the logo is a handwritten script-style wordmark. This elegant design is intended to evoke the feeling of craftsmanship and authenticity. It is reminiscent of handwritten labels from the brand’s early days as a pharmacy.
The font is similar to Adine Kinberg Script but incorporates thicker lines for distinction. Beneath the wordmark is a thick curved line in black as an underline. And below it appears the tagline “Since 1851”, written in uppercase sans-serif font. This addition emphasises the brand’s longstanding heritage and credibility.
The Elements of the Kiehl’s Logo
Font
The handwritten font used for the wordmark was custom-designed to reflect creativity, elegance, and humanity. It mimics ink-written text from the 19th century to reinforce Kiehl’s connection to its origins. The tagline font contrasts with this by employing a clean sans-serif style similar to EB Garamond.
Colour
The colour palette of Kiehl’s is primarily black and white, which underscores simplicity and sophistication. It aligns with Kiehl’s identity as a luxury brand while ensuring versatility across different mediums.
Significance of Consistency
The enduring nature of Kiehl’s logo demonstrates how consistency can strengthen brand identity. By preserving its original design elements, Kiehl’s has successfully conveyed its heritage and commitment to quality over nearly two centuries.
The History of Kiehl’s
Kiehl’s was established by John Kiehl in 1851 at the corner of 13th Street and Third Avenue in Manhattan’s East Village. It initially functioned as a homoeopathic pharmacy and catered to the local community by offering a variety of herbal remedies and pharmaceutical products. The apothecary model emphasised personalised service, which became a hallmark of Kiehl’s approach to customer care.
In 1894, John Kiehl decided to hand over the business to his apprentice, Irving Morse. Under Morse’s leadership, Kiehl’s evolved into a full-service pharmacy. He expanded the product line to include not only traditional medicines but also innovative products like the Original Musk Oil. This marked the beginning of Kiehl’s foray into branded personal care items.
The Morse family played a key role in shaping Kiehl’s identity. In 1921, Irving Morse purchased the business from John Kiehl, and he continued to innovate by introducing homoeopathic cures and herbal remedies. His son, Aaron Morse, took over in the 1960s and transformed Kiehl’s into a modern skincare brand. Aaron focused on developing high-quality skin and hair care products, and steered the company towards its current upscale positioning.
During the late 20th century, particularly in the 1980s, Kiehl’s gained significant recognition as an upscale natural cosmetics brand. Aaron Morse was instrumental in this growth, for he focused on using quality ingredients and unique formulations. The brand became known for its signature products like Blue Astringent Herbal Lotion and Creme de Corps.
In 1988, Aaron’s daughter Jami Morse Heidegger took over leadership of Kiehl’s. She maintained the brand’s commitment to quality while expanding its reach through strategic partnerships with high-end retailers. Jami implemented innovative marketing strategies that relied heavily on word-of-mouth and generous sampling rather than traditional advertising methods.
In 2000, Kiehl’s was acquired by L’Oréal but retained much of its original charm and operational style. Under L’Oréal’s ownership, Kiehl’s continued to expand globally while maintaining its flagship store in Manhattan as a cultural landmark. The brand focused on enhancing its product offerings while preserving its heritage as an apothecary. Today, Kiehl’s operates in over 38 countries and is recognised for its commitment to quality skincare products that often feature natural ingredients. The brand is also involved in various philanthropic efforts, aligning with its mission to be a responsible corporate citizen.
Interesting Facts About Kiehl’s
- Kiehl’s was founded in 1851 as Brunswick Apotheke in the East Village of New York City. It began as a traditional apothecary and offered homoeopathic and herbal remedies to local patrons.
- In 1894, John Kiehl, who had started working at the apothecary as an apprentice at age 20, purchased the business and renamed it Kiehl Pharmacy. His leadership helped establish the brand’s reputation for quality and personalised service.
- Under the guidance of Irving Morse, John Kiehl’s apprentice who took over in 1921, Kiehl’s expanded its offerings. The products include teas, herbs, and the first Kiehl’s branded product, Original Musk Oil. This laid the foundation for the company’s future in skincare.
- In 1922, Irving Morse adopted “Try Before You Buy” as the unofficial motto of Kiehl’s. This customer-centric approach emphasised personalised service and generous sampling. It is a practice that remains a hallmark of the brand today.
- Kiehl’s was one of the first companies to openly list all ingredients on its product labels as early as 1924, in fact, well before it became a legal requirement in the U.S. This commitment to transparency helped customers make informed choices about their skincare.
- The brand gained popularity among celebrities and artists, including Andy Warhol, who was known to favour Kiehl’s Blue Astringent Lotion. This connection to pop culture has helped Kiehl’s establish its status as a luxury brand.
- In 1988, Kiehl’s sponsored an expedition to Mount Everest. Climbers used Kiehl’s products to protect their skin against harsh conditions during their ascent. This showcased the brand’s commitment to quality even in extreme environments.
- Kiehl’s is also known for its charitable initiatives. The brand has participated in various fundraising efforts and launched limited-edition products where proceeds go to charitable causes. Their recycling programme further emphasises their commitment to sustainability.
- The brand features a mascot named Mr Bones, a human skeleton introduced by Aaron Morse in the 1950s. Mr Bones serves as an educational tool to help customers learn about skin conditions and health issues.
Finally
The Kiehl’s logo is a testament to timeless branding. Its handwritten wordmark paired with the tagline “Since 1851” encapsulates elegance, history, and trustworthiness. The logo has not changed a wee bit over the years and remains instantly recognisable while adapting seamlessly to modern contexts.