Hellmann’s, a British mayonnaise brand under Unilever since 1913, has become a global icon in the condiment industry. Renowned for its creamy texture and rich taste, Hellmann’s is not just about mayonnaise—it represents a rich history and innovative branding that has evolved for over a century.

A Journey Through Hellmann’s Logo History

The Hellmann’s logo has transformed significantly over the years, reflecting shifts in branding trends while retaining its core identity. Here’s a look at its evolution:

1913
The original logo was intricate, featuring "Richard Hellmann’s" at the top and "Mayonnaise" at the bottom. A rectangle with the words "Blue Ribbon" was nestled in between, symbolizing the product's superior quality. The arched text formed the foundation of the now-iconic shape used in future designs.

1929
Simplification marked this redesign. The founder's name was trimmed to just "Hellmann’s," paired with "Mayonnaise," both styled in a double-arched format. The white letters on a blue background hinted at the brand's enduring visual identity.

1945
The term "Real" was added between "Hellmann’s" and "Mayonnaise," emphasizing authenticity. A bow was introduced above the logo, adding a decorative yet significant touch.

1988
The brand name stood alone, unarched, signaling minimalism. The bow shifted lower, resting entirely within the logo's shape, reinforcing its position as a signature element.

2001
The logo regained its curve, and the slogan “Bring Out the Best” was added below the brand name. A yellow outline and a light-blue bow at the top enhanced visual appeal, giving the logo a cheerful, modern vibe.

2004
The slogan was swapped for the bow, and the yellow outline was removed, allowing the blue tones to dominate. Subtle gradients added depth, reflecting contemporary design trends.

2015
Elegance took center stage with a refined, vintage-inspired typography. The slogan returned, while the bow now seamlessly connected with the border, creating a polished look.

2017
The current logo exists in two versions:

• On Products: A dark blue elliptical shape with white letters and the bow, staying true to its heritage.
• Online Use: Dark blue typography and the bow on a white background, complemented by the text “Est. 1913” for a minimalist digital presence.

Hellmann’s Beyond Mayonnaise

Though synonymous with mayonnaise, Hellmann’s also represents a broader range of food products, mirroring the strategy of its sibling brand, Best Foods. Despite being marketed differently in various regions, both brands maintain consistent quality and trustworthiness.

Hellmann’s commitment to blending heritage with modernity is evident in its branding, ensuring it remains a household favorite across generations and continents.