Skittles Logo

Tags: candy | Mars

According to a Monmouth University survey, Skittles is among America’s favorite Halloween candies. Skittles is a world-famous brand of chewable candies with a bright design and fruity taste. Skittles were first introduced to the market in 1974 by a British company and introduced to North America in 1979.

The candy brand is currently manufactured by Wrigley, a subsidiary of Mars, Incorporated. Wrigley was acquired by Mars in 2008 for $23 billion.

What is a curious fact about Skittles?
The Skittles shape is a much reduced version of the disc-shaped object used in the game called “Skittles”. This game has been played in England, Wales, Scotland and other European countries for several centuries. The rules are very similar to bowling. You need to throw a rubber or wooden sphere for 9 pins. They are often played outdoors or in pubs.
Thus, although Skittles and pubs are not particularly compatible, it is obvious that their shape and name were inspired by the game.

Meaning and History

Skittles Logo history

The slogan “Rainbow Taste” appeared in 1982. At the same time, they made a completely new logo with a bold 3D font and a rainbow in the background.

The idea of a distinctive multicolored symbol and most of its variations belong to the advertising agency D’Arcy Masius Benton & Bowles. The slogan and logo were so successful that Skittles collaborated with the studio for another 20 years. However, when D’Arcy Masius Benton & Bowles was bought by Publicis and ceased to exist, Skittles had to look for another firm. For about a year they worked with BBDO Worldwide in New York, the part of the Omnicom Group.

Skittles then commissioned TBWA/Chiat/Day in New York to create a brand new advertising campaign, for which the brand paid about $20 million.

1974 – 1981

Skittles Logo 1974

1981 – 1982

Skittles Logo 1981

1982 – 2003

Skittles Logo 1982

2003 – 2007

Skittles Logo 2003

2007 – 2011

Skittles Logo 2007

2011 – 2012

Skittles Logo 2011


Skittles Logo 2012

2012 – now

Skittles logo

Font and Logo

Just as forever as the candy itself, Skittles has been using Helvetica Black as the main font for quite some time. Since the label’s font has changed a lot, others may not have noticed that it’s Helvetica Black. However, this is just one of the facts about Skittles that may surprise you.

The font has a red candy instead of a dot above the letter “i”.

The logo palette is dominated by two colors: red and white. The name Skittles is highlighted in bold and white font to attract the attention of consumers.