Olay has managed to rebrand itself from a heavy cream used by old ladies to a skin care regime that can prevent aging in women of all ages. Part of this was a change in name—the company dropped the ‘Oil of' that used to come before the current name—but part of this is the excellent and appropriate logo. The writing is rounded and friendly, with emphasis on the inclusive circular shape of the ‘O'. A wavy line is beneath the wording, giving a feeling of movement. Last, a circular shape in the lower right corner is not just a circle, but an image of a beautiful woman.