As a part of the Unilever group, the Australian brand Rexona produces a range of consumer goods comprising deodorants, soaps, antiperspirants, cleaning agents, and food products, among others. Designed for both genders, Rexona helps to control perspiration and is available in more than a hundred countries under various names.
The company has a consistent logotype featuring the brand name. However, it has undergone subtle changes (around 10 times) over the years. Each such logo iteration reflects the journey of the brand and the design trends of the era. The article deals with the evolution of the Rexona journey since its inception.
The Genesis of the Rexona Logo (1969 – 1980)
The first iteration of the Rexona logo was a simple and straightforward design comprising the brand name “Rexona” written in a bold font that resembled the Times New Roman typeface. The focus of the logo was on the first letter “R,” so it was highlighted in colour and size. In other words, it was rendered in a bright red colour and in a much bigger size than the rest of the letters. The glyphs of the individual letters had straight lines, sharp angles, and curved flourishes. This classic approach established the identity of the brand without any additional elements.
(1980 – 1984)
In this logo the letter “R” had a lengthy leg that went below the baseline of the wordmark in black.
(1980 – 1988)
In the logo redesign of 1980, the right leg of the letter “R” was extended and showed in green. The letters were made bold and the serifs were removed.
(1984 – 1990)
In 1984, the logo variant saw the return of the red-coloured “R” with an elongated right leg. The rest of the letters were rendered in a bold and thick sans-serif typeface.
(1990 – 2000)
The 1990s saw the logo return to a more minimalistic approach. The brand name that formed the logo was rendered using elongated signs with closely spaced letters. Further, the leg of the letter “R” became shorter, and the middle cross bar of both “R” and “e” did not touch their respective sidewalls. This change reflected the design trends of the era, which favoured clean and uncluttered aesthetics.
(2000 – 2004)
The 2000s were a period of experimentation for the Rexona logo. The brand name underwent several minor tweaks in typeface and spacing. Additionally, there was an interesting transition of letters from “e” to “x,” wherein the extended leg of “e” formed a part of the left leg of “x.”
(2004 – 2015)
In this iteration, the letters “e” and “x” had a much wider connection line between them. And with the disappearance of serifs, the letters looked clear, accurate, and thinner.
(2004 – 2007)
The 2010s marked a significant shift in the logo design of Rexona. The typeface was completely revamped by adopting a sleeker and more modern look. The letters became slightly thinner and more streamlined, which reflected a focus on performance and innovation. The transition of the letters “e” and “x,” which was shown by an elongated leg of “e,” became smoother. In fact, the thickness of the elongated leg was made uniform to do away with any impression of a transition.
(2007 – 2010)
The right leg of the letter “R” was shortened, and the contours of the letters were smoothed out. The letters appeared closer to each other, and a blue and wide checkmark emanating from the letter “e” and crossing the letters “o” and “n” became the hallmark of the logo. Besides, the blue checkmark had a white outline on the inside as well.
(2010 – 2015)
The transition line between the letters “e” and “x” became a continuous extension. Also, the signature checkmark introduced in the previous iteration was placed above the brand name. The colour scheme of the checkmark was changed from blue and white to a gradient silver.
(2015 – 2018)
The transition of the letters “e” and “x,” which became a part of the logo in a few previous iterations, was dispensed with. Instead, the glyphs of letters were given pointed angles, especially at the ends. The signature checkmark continued to appear at the top, but in black.
(2018 – Today)
The latest logo design has a dark blue colour palette with refined letters having rounded contours. The letters have been made shorter without changing the typeface. The signature checkmark looks more stable now. This change aligns with the global marketing strategy of Rexona, which seeks a logo that resonates with a wider audience across the world.
The Elements of the Rexona Logo
Font
The Rexona logo embodies the attributes of strength, elegance, style, confidence, and reliability. It features a bespoke typeface with slender and sophisticated letters that are characterised by slightly elongated and pointed tails. This design strikes a balance between contemporary appeal and playful charm. Although created exclusively for the brand, the typeface is inspired by fonts such as Tschichold Condensed and EconoSans Pro 65 Medium. The typeface comes with distinct modifications, including the interconnected “e” and “x.”
Colour
The monochrome palette of the logo enhances its overall aesthetic, which projects power and modernity. The colour choice also conveys a sense of professionalism and expertise and reflects the quality and care that Rexona infuses into each of its products. The result is a visual identity that is both striking and representative of the brand’s values.
Finally
The Rexona logo and its various iterations showcase the ability of the brand to adapt and stay relevant. Thus, from the classic simplicity of the logo at its inception to the modern, performance-oriented design of today, the logo reflects Rexona’s commitment to providing reliable deodorant and antiperspirant solutions for its customers.