Tuesday July 13thEverything else Category













Does it get any cuter than stylized faceless babies? No, of course not!  Even as a kid I remember really liking the Luvs logo.  It’s just so simple, like a pedestrian crossing sign or a bathroom gender indicator.  Minimal design with easily recognizable message.    I do find it a little curious that just the “L” in the title is in cursive but it doesn’t look bad. I think the this package is missing information like size and number of diapers but I guess it’s to be formatted into the ad, but I don’t think much more was added to it anyway.

The new Luvs is more colorful, instead of a designed graphic of a baby, there is an actual baby.  It looks like he’s having a good time but I don’t think he’s as pleasant to look at.   The font as changed to an outlined and bubbled text.  There are all sorts of stripes going on with 4 or 5 different colors and a couple of squares at the botom with a diagram, size indicator and diaper count.

I think the new box is too loud and busy.  I know it’s mean, but I like the graphic better than the photo of a real baby.
The colors and bubble font make it look cheap and like a lesser quality diaper.


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  1. Mint
    July 13, 2010

    I love that old logo! My mom has re-used the old boxes to store a few things and they are nostalgic for me to see them. Also, there was a doll made of that logo, I think I have one somewhere… I think it was a mail order with proofs of purchase or something.

  2. michelle
    July 13, 2010

    Mint, if you find the doll I’d “Luv” to see a picture of it!

  3. Allison
    July 19, 2010

    I MADE my mom buy Luvs when my sister was a baby only because I loved the box! The different sizes had a different color box. I remember blue & purple also.

  4. Tracy
    July 22, 2010

    The new one makes the diapers seem as exactly what they are: cheap. Never bought them for my kids, but the old logo reminds me of what I did buy for my kids, generic diapers. Much simpler design and better quality than name brand.

  5. SZA
    December 28, 2010

    Aw, I just love the original Luv’s logo. It is actually among the very first logos I can remember being “aware” of. Yes, I have very clear memories of being on the changing table in the morning, looking over on the shelf and seeing that familar Luv’s baby, so cute. (My memory features a purple baby, so I’d be interested to do a little bit of research and see what size/age the purple package was designed for, to see how old I was when this memory was formed.)

    Luv’s also had the sweetest commercials in the 80s. “Your baby’s comfort begins with Luv’s.”

    I definitely prefer the simplicity & innocence of the original Luv’s!

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