We’ve optimized our logos to make them more modern, more dynamic, and more prominent than ever.
In this document, you will find a breakdown of the improvements we've made and the updated logos to use.
We’ve updated and deconstructed our lock-up to create two separate, purposeful logos.
In pursuit of clarity, we are decluttering all layouts. For logo, this means we will no longer be using our logos locked up together. Instead, each logo will stand on its own for maximum impact.
The technical updates and each logo will be broken down and explained on the following pages, including the now package-only brand lock-up.
We’ve optimized our primary logo for digital spaces.
In an effort to make our primary logo even more distinct and recognizable, we have updated key moments of the logo itself, straightening out curves and removing points.
We’ve optimized our primary logo for digital spaces.
In an effort to make our primary logo even more distinct and recognizable, we have updated key moments of the logo itself, straightening out curves and removing points.
Primary logo
This is our main “Clinique” logo. Moving forward, it will no longer be used with lines above or below it, with the C, or with a tagline.
The C icon
The bold simplicity of the C icon makes it one of our brand’s most versatile assets.
This logo is best used digitally, as an icon, or in highly dynamic, creative environments as a statement piece.
We have to think of our 'C' icon like the Chanel crossed 'C's' or the Louis Vuitton monogram. It will evolve to become a graphic, art-like object for our brand. More to come on this.
Packaging-only brand lock-up
Moving forward, the only place you will see the brand lock-up with lines is on packaging.
As we evolve our packaging, we will be eventually phasing this version out.
Now that I know what the changes are, what are the next steps?
This change starts today.
Moving forward, you will see these logo changes applied to ALL Global Creative work with immediate effect.
You do not need to modify previous work.
There is no need to modify past work – the emphasis is on using the optimized logos moving forward.
This is one step on our journey.
This series of brand updates will provide actions you can take today as part of a longer-term brand evolution. By upholding the brand guidelines detailed here, we are moving towards a more brave, clear and optimistic Clinique.
Download the logos
