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.