# Pringles new logo (2021) > Pringles launched a new logo in Sep 2021, designed by Jones Knowles Ritchie (JKR). 2021: Mr. P with hair and detailed face replaced by flat bald Mr. P with eyebrows and red bow tie holding the wordmark (JKR). ## Key facts - Brand: Pringles - Launched: Sep 2021 - Studio: Jones Knowles Ritchie (JKR) - What changed: 2021: Mr. P with hair and detailed face replaced by flat bald Mr. P with eyebrows and red bow tie holding the wordmark (JKR). - Why: Pringles said the aim was to simplify and modernise without losing the brand's iconic look and feel. - Industry: Food & drink - Logos: https://rebrandlog.com/logos/pringles-2021/before.svg (before), https://rebrandlog.com/logos/pringles-2021/after.svg (after) ## The rebrand, explained Julius Pringles, Mr P, was first drawn by Arch Drummond in New York in 1967 and had been through six looks since. The most recent one, with a parted hairdo and a detailed face, was 20 years old, and JKR creative director Della Lawrence said it was not fit for digital: it was getting hard to use at small sizes. The redesign rolled out over a year, in parts of Asia and in stages in the US, reaching UK shelves in September 2021 for the 30th anniversary of Pringles' UK launch. The new Mr P is flat, loses his hair, and gains bold, expressive eyebrows and an oversized red bow tie. The wordmark has been redrawn and sits inside the bow tie, so mascot and name now form a single lockup. The cans were brightened, with flavours and the stackable crisp given more prominence. Pringles brand design director Pete Matthews said the aim was to simplify and modernise without losing the brand's iconic look and feel. Lawrence put the strategy simply: Mr P is what makes Pringles distinctive, so the job was to bring him to life and put him at the heart of the rebrand. Pringles added a joke of its own, noting that at 54 he was still looking handsome. The haircut became the headline everywhere, and Design Week's readers were harsh: one said the moustache now read as a weirdly shaped mouth, another said Mr P looked like a wailing Peanuts character. One commenter defended it as future-proofing for markets that restrict character marketing on junk food. Transform added the arithmetic of a long life: Mr P was 54 years old at the time of this redesign and had already had six looks since Pringles launched, each tuned to its moment. This one let him age gracefully, with no hair and bolder eyebrows, while the cans moved to a bright burgundy with a simpler white wordmark and crisp imagery that showed off the stack. The brand's own stated goal was to modernise without losing a visual identity people already knew, which is the only sane brief for a face this familiar. The design is right on its own terms. A flat, bold face with one strong accessory works on a phone screen and a crowded shelf, and folding the wordmark into the bow tie is smart. What it loses is the faint absurdity of the old Mr P; the new one is cleaner, louder and slightly more generic. In short: A haircut and a bow tie made Mr P work on screens, at the cost of a little character. ## Other rebrands of Pringles - [Pringles (2020)](https://rebrandlog.com/rebrand/pringles-2020/) 2 Dec 2020 ## Sources - https://www.designweek.co.uk/issues/20-26-september-2021/pringles-rebrand/ - https://www.creativereview.co.uk/pringles-rebrand-design/ - https://www.packagingnews.co.uk/design/new-packs/pringles-pack-gets-redesign-mascot-makeover-22-09-2021 ## Cite this Rebrand Log, "Pringles new logo (2021)", https://rebrandlog.com/rebrand/pringles-2021/, last updated 2026-10-20.