Thanksgiving march kicks off 100th year of Good Housekeeping seal of approval

If ever there was a magazine that nailed branding, it was Good Housekeeping, with its eponymous Seal of Approval, a term that has entered common parlance. Well, that little exercise in brand building and limited product guarantees for readers is about to turn 100 years old.

To commemorate the milestone, says a company release, Good Housekeeping has redesigned the seal and will be showing it off on a float in the Macy’s Thanksgiving Day Parade.

Noted graphic designer Louise Fili was selected to re-imagine the Good Housekeeping Seal. Fili, who has designed logos for brands including Tiffany & Co., retains the oval shape and signature star that have made it the most widely recognized and respected consumer emblem in America, freshening it with a font that is modern and clean, yet recalls the Seal’s history at the same time.

The magazine plans a year of seal-related features both in print and online. The magazine is going to present a year of seal-related features in print and online.

The Good Housekeeping Seal was first established to protect consumers from adulterated “remedies” and tainted food products and today it is being used for an increasing number of product claims such as anti-aging, low-fat, organic, pesticide-free, and environmentally-safe.