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Moustache Makeover: Why the Pringles Logo Went Minimalist.

The redesign by Jones Knowles Ritchie transformed the Pringles logo into a minimalist, flat-design icon optimized for the digital age. The most striking change was the simplification of the mascot, Julius Pringles, who lost his hair and 3D gradients in favour of a clean, graphic look. This "uncomplicating" process turned his famous moustache into a solid black shape and introduced bold, expressive eyebrows that allow the character to convey a range of emotions.

The brand's wordmark was also reimagined, moving from its previous floating position to being integrated directly into a sharpened, solid red bow tie. By stripping away the busy textures of the past, the new logo achieves greater visual impact on both physical shelving and small mobile screens. The result is a modern, versatile identity that maintains the brand's playful spirit through refined geometry and high-contrast elements.