Life Savers, known for its distinctive ring-shaped hard and soft candies, has been a beloved brand for over a century. Currently owned by Mars, Incorporated, following its acquisition of Wrigley in 2008, Life Savers remains a household name in the U.S. The candy is renowned for its variety of flavors and its signature shape that resembles a life preserver.

Origins and Evolution

Founded in 1912 by Clarence Crane in Cleveland, Ohio, Life Savers began as a chocolate company. However, Crane sought to create a candy that would not melt in the summer heat, leading to the creation of the mint-flavored Life Savers. The candy was named for its resemblance to the life preservers used on boats, and it quickly became a hit. Its success was further enhanced by the innovative use of machinery to punch holes in the candies, a novel technique at the time.

As the years passed, Life Savers expanded its offerings, introducing various flavors and types of candy. The “Five Flavor” roll, launched in 1935, became an instant favorite, and during World War II, Life Savers were included in U.S. soldiers’ rations due to their long shelf life and refreshing taste.

Today, Life Savers continues to innovate while staying true to its roots. The brand remains a staple in the candy industry, consistently releasing new flavors and products that appeal to a wide range of consumers. The longevity and popularity of Life Savers reflect the brand’s ability to adapt to changing tastes while maintaining its core identity of offering simple, refreshing candies.

Life Savers Through the Years

The Life Savers logo has undergone several transformations, each marking a shift in the brand’s design philosophy while staying true to its heritage.

• 1912–1999: The original logo featured a bold, all-caps font with a rectangular red background. The hand-drawn typography conveyed a sense of nostalgia, while the red backdrop symbolized the vibrant flavors of Life Savers.
• 1997–1999: This version introduced a more modern look with a bold, italicized font and a vibrant blue outline, giving the logo a dynamic and energetic feel. The logo’s tilted letters conveyed movement, aligning with the playful nature of the brand.
• 1999–2007: The logo evolved again, maintaining its bold white text but now featuring a smooth, curved blue background that evoked freshness. This iteration balanced simplicity and modernity, making it versatile for various media.
• 2007–2010: This version of the logo embraced a sleek design with crisp white letters set against a vibrant blue background, subtly curved to mimic the shape of the candy. The clean, simple design conveyed clarity and modern appeal.
• 2010–Present: The current logo captures the energy and vibrancy of Life Savers. The brand name is presented in bold white letters outlined in blue, with slight italics and a curved arrangement, emphasizing the dynamic nature of the product. This updated logo stands out, reflecting Life Savers’ commitment to fun, fresh, and flavorful candies that continue to resonate with consumers old and new.

Throughout its history, Life Savers has remained a trusted and beloved brand, known for delivering fun and refreshing candy experiences. From its humble beginnings to its current position as a market leader, Life Savers has stayed true to its origins while evolving with the times.