The Kleenex trademark, owned by Kimberly-Clark, has been around since 1925. It’s had a few logo variations over the years, the most notable being the 1961 version drawn by the great Saul Bass.
It was tasked by Turner Duckworth to bring back some of the love Saul Bass gave to his more naturally hand drawn version.
Interesting fact: Kleenex originally began during the First World War making filters for gas masks.
The previous 2007 logo had lost some of the original warmth and charm.
Initial skeletal drawings were made in order to establish a more natural flow and baseline.
Rolling out at present in the US and Latin America… more images to come.
Drawn under the direction of Kimberly-Clark and Turner Duckworth