The One Show
The One Show is the world's most prestigious award show in advertising and design. For over 50 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has a rich legacy of honoring some of the most groundbreaking ideas, created by some of the most remarkable minds in creativity.
Learn more about The One Show 2026
Category
Brand Identity / System
Annual ID
OS25_DE047M
Background
Not many brands can say they invented their category. For 100 years and counting, Kleenex has been a name in millions of households and is truly a beloved icon in the personal care category. Over time, expansion across markets and categories led to visual fracture. We set out to establish a clear and meaningful visual brand identity to enhance brand storytelling and build brand equity in the minds of consumers.
Creative Idea
The creative inspiration behind everything in the identity system is the script and crown. The new crown containing shape was crafted to maintain the integrity of the brand's script while enhancing its impact. The crown was drawn to follow the contours of the script and work with its softness, roundness, and cheerfulness. The softness of the script and crown inspired a bespoke font, Kleenex Serif, and sweet suite of illustrations. We focused the color palette to anchor in Kleenex Blue, bringing a mature personality to the brand that allows Kleenex to speak in a range of tones across a spectrum of stories.
Insights & Strategy
The previous Kleenex brand struggled with cohesion as global markets required unique assets and executions. As part of establishing a clear and meaningful visual identity for Kleenex, we set out to create a consistent & ownable type style for the brand. The creative inspiration behind everything in the identity system is the script and crown: the terminals, roundness, weight, and cheerfulness of the script & crown inspired Kleenex Serif. The custom font was designed to pair with the brands existing type, Kleenex Sans, and works harmoniously with the rest of the identity system. Kleenex Serif brought a mature personality to the brand to allow it to speak in a range of tones across a spectrum of stories.
Execution
Kleenex needed two things: a cohesive global brand, and to cement category leadership for the next 100 years. We centered our work on the iconic Kleenex script, maintaining its integrity while enhancing its impact. The brand had been using various containing shapes for legibility, but they lacked a meaningful backstory and equity. We followed the contours of the script to design a dual-reading symbol of leadership—a tissue doubling as a crown. The softness of the script and crown inspired a bespoke font, Kleenex Serif, and sweet suite of illustrations. To unify the identity, we streamlined the color palette, reinforcing Kleenex Blue as the brand’s global anchor.
Results
N/A
2025 Awards
Total Points: 3
Merit
Credits
Design Firm
Turner Duckworth / New York
Client / Brand
Kimberly-Clark
Creative Director
Erin Dameron
Executive Creative Director
Andy Baron
Typographer
Alec Tear
Lewis MacDonald
Creative Director (Motion)
Dan Kennington
Junior Designer
Michael Zamojcin
Mona Monahan
Senior Designer
Cj Draper
Kasi Turpin
Simon Hayes
Account Director
Gerard Vasco
Director Creative Excellence
Jen Kasmarick
Senior Director Creative Excellence
Beverly Wright
Visualizer
Howard Barrett
Mick Connor
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