Pantene logo history, slogan, meaning and visual identity evolution
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Pantene logo history, slogan, meaning and visual identity evolution

Pantene Logo

One of the better-known emblems in the hair and beauty industry, the Pantene logo has captured consumers’ attention worldwide for decades. Since the organization first launched, Pantene has been experimenting with its image, searching for the best way to connect with its audience. 

Today, we will be taking a closer look at Pantene logo history. 

Like many companies in the beauty and cosmetics landscape, Pantene has built its visual identity to convey sophistication, elegance, and expertise to its target customers.

Though the Pantene emblem has undergone several changes over the years, the underlying themes in the company’s branding strategy have remained relatively consistent. 

As trends in the beauty landscape have evolved, Pantene’s image has transformed with them, helping to identify the business as a reliable and reputable source of beauty solutions. 

Here’s everything you need to know about the Pantene logo and its decades-long evolution.

What does the brand name Pantene mean? An introduction

Before we explore the Pantene logo history, let’s begin with a closer look at the beauty brand. Best-known for selling haircare products in regions across the globe, Pantene is a beauty company owned by the larger Procter & Gamble conglomerate. 

The product line for the organization was first developed in Europe in 1945 by a Swiss group named Hoffmann-La Roche. The name of the solution was chosen as a reference to one of its core ingredients: panthenol. 

In 1985, the Pantene haircare product was introduced in the United States, purchased by American-based Richardson Vicks. 

Over the years, the best-known product produced by Pantene became its 2-in-1 shampoo and conditioning formula, named Pantene Pro-V (or Pantene Pro-Vitamin). 

What is the Pantene slogan?

Just as Pantene experimented with its visual identity over the years, it also introduced a variety of marketing campaigns featuring unique slogans. One of the original slogans chosen by the business leaders was “Don’t hate me because I’m beautiful.” 

However, this tagline was scrapped after consumers complained it was narcissistic and self-absorbed. 

The better-known slogan common throughout the Pantene line today is “Hair so healthy it shines,” which draws attention to the unique features of the item and its ability to assist with keeping hair healthy. 

Interestingly, Pantene did create various slogans for its product in different regions of the world to connect with a variety of consumers. 

Pantene logo history: Through the ages 

Since launching officially in 1945, the Pantene product line has featured a variety of different logos and emblems; each intended to capture the attention of a specific audience. 

Like many beauty and cosmetics companies, Pantene experimented with various font and typography choices, as well as a handful of unique graphics, often revolving around swirls. 

Let’s take a closer look at the Pantene logo history. 

Pantene Logo


One of the very first logos introduced for Pantene featured the name of the product on a rectangular emblem, presented in black on a yellow background. Above the wordmark, we see a curvaceous graphic similar in shape to a question mark. 

Underneath the name of the product, a slogan was also depicted in French to capture the attention of the company’s European audience.

Pantene Logo


When Pantene was officially introduced into the American landscape, the company producing the product decided to simplify the logo, choosing a serif-style wordmark in black. 

The design was intended to be sleek, refined, and professional, highlighting the elegance and authority of the company. The colors and accompanying swirls were removed. 

Pantene Logo


During the late 90s, Pantene updated its logo again, choosing a more complex design featuring both the name of the product and the well-known accompanying descriptor “Pro-V.” 

The name of the organization was written in a serif font, while the “Pro-V” component appeared in a contrasting sans-serif alternative. On the left-hand side of the wordmark, we see a swirl designed to look like the letter “P” for Pantene, depicted in white on a black background. 

Pantene Logo


With the beginning of the new millennium, Pantene began experimenting with more geometric, artistic logo designs. An intricate emblem composed of interlacing letters in grey, blue, and a soft silver shade appeared on a square background. 

Overlaid on top of this shape was the name “Pantene” in a new sans-serif font. The “Pro-V” element appeared just beneath the main wordmark.

Pantene Logo


The company’s management decided to go back to using swirling graphics in the Pantene logo in 2006. The new image introduced for the company featured the “Pantene” name in a sophisticated serif font, this time in a dark shade of blue instead of the original black. 

The swirling components appeared in the center of the wordmark in a gold gradient tone. 

Pantene Logo

In 2010, this logo was updated slightly, featuring a slightly sleeker font, and a refined swirl shape, made up of three curved golden lines. 

Pantene Logo


In 2012, Pantene updated its font choice and the colors of the product’s logo. The black wordmark returned, as did some sharper serifs intended to showcase sophistication. The coloring of the golden lines was softened slightly, and the “Pro-V” element was shortened. 

Pantene Logo


Finally, in 2016, Pantene decided to eliminate a lot of the decorative elements in its logo, returning to a design similar to the one initially introduced for an American audience.

The emblem today features only the name of the company, in bold, serif-style font, with balanced spacing. 

The golden curls commonly seen in the Pantene logo have been completely removed, alongside the “Pro-V” descriptor usually placed below the wordmark. 

The Pantene logo: Fonts and colors

Looking back at the Pantene logo history, we can see the brand’s ongoing focus on highlighting sophistication, elegance, and beauty with its logo. 

Over the years, Pantene experimented with a host of different emblem styles, working with unique typography and carefully crafted swirls to capture the attention of their target audience. 

Today, the Pantene logo is much simpler, chosen to position the company as a leader in its field. The simple black wordmark demonstrates the strength and authority of the organization.

Additionally, it ensures Pantene’s visual identity fits well with the trends of the modern marketplace. 

You can find some great examples of the Pantene logo listed in the resources below:

Over the years, the companies responsible for producing the Pantene product line experimented with a few different shade choices. The Pantene logo colors have included everything from dark shades of blue to a range of golden hues. 

Today, however, the Pantene logo color palette is much simpler, featuring just the color black in the wordmark for the brand. 

The black wordmark aims to represent sophistication, style, and elegance. It’s a common choice in the beauty and cosmetics landscape, primarily because black works well with so many other colors and packaging options. 

What font does the Pantene logo use?

Just as the Pantene brand has explored a variety of color options in the past, it has also worked with numerous serif and sans-serif typefaces. The Pantene logo font today is an elegant serif typeface, similar in some ways to Lillianesque Regular, Hlad Regular, and Kertayasa Inside. 

The inscription’s short serifs and long lines demonstrate elegance and power, positioning Pantene as a leader in the hair and beauty field. 

Learning from the Pantene emblem

Nowadays, the Pantene logo may appear relatively simplistic compared to some of the other emblems introduced throughout the product’s history. 

However, as we look back through the numerous symbols created through the years, we can see the organization’s consistent focus on developing an image that conveys sophistication and beauty. 

Today, the minimalistic Pantene logo highlights the authority and professionalism of the company with sleek, carefully positioned letters.

The color choice of black on a white background also emotionally impacts viewers, drawing attention to the company’s commitment to excellence.  

Fabrik: A branding agency for our times.

Stephen Peate
Creative director
Stephen Peate
Creative director
As Fabrik’s creative director, Stephen oversees complex branding programmes. He advises our clients on their tone of voice, creates logos and visual identities and crafts names for companies, products and services. Writing for Brand Fabrik Stephen reflects his love for logo design and visual identity.

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