In 2014, Morton Salt launched a year-long campaign in honor of the Morton Salt Girl, who marked her 100th year as the face of the brand.
Pause for Thought worked with Morton Salt to refresh the brand by updating the logo and introducing a new packaging design system. Respecting her iconic status and avoiding a cartoon-style makeover, they evolved the Umbrella Girl in small and subtle ways, with cleaner linework and a hint of a smile. The new Morton wordmark features a fresh and friendly font, while maintaining the leadership qualities of the original logo. A kick in the R mimics the Girl’s step.
