Monday, January 27, 2014

Happy 100! Morton gets a new look.

It’s a milestone year for Morton Salt – the organization is celebrating its centennial with a brand refresh.

And like the best in baking, ‘a pinch’ is enough.
When you’re the market leader in something as basic as salt – (actually table salt is neither basic nor acidic, it’s neutral, but ‘basic’ in terms of product marketing) – it’s best not to rock the boat on brand.

The new mark is practically indistinguishable against its 46 year-old predecessor. Really, blink and you might miss it.
The girl has cleaner lines, her yellow dress and hair really *POP* now without the overkill of shadowing. And a stronger fall of rain calls for a healthier pour of salt! Both happenings are better emphasized in the new iteration.

The typeface is sturdier, with the “R” having a more playful swagger and kick not unlike the salt-touting girl herself.

One of America’s “10 best-known symbols” (Post-Tribune, September 1989), the logo and heavily optioned tagline “when it rains, it pours” was originally crafted as a method of promotion that Morton salt remained free-flowing even in rainy weather, thanks to unique, ultra-absorbing agents. #nowyouknow

I guess easy does it!

Haven’t had enough of one of America’s favorite blondes? The company has an entire website built to promote the centennial.


  1. Hmmm, this update makes me sad, a pretty common reaction these days. The Morton's Salt girl with her umbrella was an icon, one that has miraculously escaped trendy restyling until now. I'll be curious to see how consumers respond. In this humble illustrators opinion, the cuteness, gesture, line weight, and clear impact of the original is all but lost in the static vector update. The new girl looks like any passenger in an airplane's flight safety guide - wish I could tuck her away behind the vomit bag.

    1. It's great to have an expert weigh in Jamey! Hadn't made the connection to an air safety guide figure until you pointed it out. DEFINITELY see it now.

      I challenge as our gal is a bit out of her element here. Perhaps the association would be less obvious (and cheapened) on the package itself? In a world where the knee-jerk reaction to brand refreshes almost always skews negative, I appreciate any opportunity to respond without agitation! The simple refinements and obvious homage to brand heritage was a smart move. And the last iteration was so gritty and dark surely it needed brightened up just a bit! As always, thanks for reading. :)