8th redesign of 1 timeless symbol -- the new Good Housekeeping seal

In 1909, Good Housekeeping Magazine developed the Good Housekeeping seal of approval. This seal has been applied for more than a century on consumer products -- all tested at the Good Housekeeping Research Institute (GHRI).

Since that first seal was introduced, it has had several "face-lifts" (7 to be exact). Now, with the 100-year anniversary looming, the company has decided to redesign the seal once more, with a more timeless look.

"The thing about doing any kind of redesign of something that well known,"” said Louise Fili, the graphic designer hired to remake the seal, "is that you have to keep at least one element so people can make the leap. In this case it was the oval and the star, so not just the baby boomers would be able to recognize it."

Ms. Fili's version supports her timeless idea by dropping the verb "promises" and switching the primary seal colors from blue and red to classic black and white. See the changes below.