Selecta was founded in 1933 when Ramon Arce started pasteurizing carabao milk near his home in Novaliches (then a part of Caloocan City), where carabaos were in abundance (Unilever RFM Ice Cream, Inc. would cite the brand’s foundation year as 1948.).
By the 1970s, Selecta’s carabao milk-based ice cream and fresh milk became available in supermarkets. Its milk was packaged in glass bottles while its ice cream was packaged in gold-colored tin containers.
1990–1999 (ice cream), 1990–2010 (milk)
When RFM acquired Selecta from the Arce family, it used this classical logo. Unlike the other Unilever Heartbrand companies present by that time which had names shown on a circle on a red and white awning (RFM did not start its partnership with Unilever that time), Selecta used its classical logo, later used by its sister milk division founded in 1997 (which was later updated in 2010 removing the classical shape, retaining the classic Selecta text, and laying it on a new heart shape similar to this division's previous and current logos).
1999–2003 (ice cream)
In February 1999, after RFM partnered with Unilever to strengthen Selecta's market share in the ice cream segment of the Philippines, Selecta was welcomed into the Unilever Heartbrand product line of ice cream. Later on, Selecta gained its own Heartbrand logo. This logo consisted of a red heart with yellow shades, and a script-like Selecta text.
When Unilever updated the Heartbrand logo, Selecta used this logo until early 2003, consisting of the newly updated Heartbrand logo, and the retained script-like Selecta text, which was the temporary new logo of Selecta, used until early 2003 when the official new Selecta logo was unveiled. This logo was later officially abandoned in 2006, in which Selecta had full usage of its official new logo.
2003–present (ice cream)
In 2003, Selecta finally abandoned the script-like text of the company, officially giving way to the newly refreshed Selecta logo, consisting of the newly updated Heartbrand logo (which was the new logo's only retained feature), and the new all-capitalized Selecta text. 3 years later, Selecta had full usage of this logo (finally abandoning the updated late 2002 logo), and within that time, the logo made the Heartbrand symbol more iconic in the Philippines. This logo is currently used to this day.
Though Selecta's Heartbrand logo is its primary logo, Selecta also uses another primary logo. The logo consists of the classical Selecta text placed on a blue heart with gradients. However, the milk business of Selecta (which is still operated by RFM) only uses this logo, because if Selecta's ice cream business started using that logo, it would become the second Unilever Heartbrand to not use the Heartbrand symbol on its logo (after Good Humor). Selecta's milk business started using the logo in 2010, officially abandoning its old logo, the classic Selecta logo (seen on top of the page) which dated back to the 90s.
- 1993–1997: Make your choice Selecta. You simply must.
- 1999–2001: Just Follow Your Heart.
- 1999–2003: Get carried away (for Selecta Cornetto)
- 2001–2002: Pusong bigay-todo para sa inyo. (The heart that gives everything for all of you.)
- 2002–2003: Home is where the Selecta is.
- 2003–2006: Happiness from the heart
- 2006–2008: Mas masarap talaga 'pag may Selecta. (It's more delicious when there's Selecta.)
- 2008–2009: Created with passion (only used for Selecta Creations)
- 2008–2018: Sarap ng Weekend! (Weekends are delicious!, for Selecta Ice Cream)
- 2009–2012: Number One Ice Cream ng Bayan (The nation's number one ice cream)
- 2009–2012, 2016–2017: Selecta, number One!
- 2009–2015, 2018–present: Sarap ng 20 (20's Delicious!, for Selecta Cornetto)
- 2012–2013: Enjoy the Royal Treatment (for Magnum)
- 2012–2014: Share Happy!
- 2013–present: For pleasure seekers (for Magnum)
- 2015–2017: Sarap Magpakilig! ([Romantic] excitements are delicious!, for Selecta Cornetto)
- 2017–present: Sarap ng Birthday! (Birthdays are delicious, for Selecta Birthday)
- 2017–2018: Kilig to the Cone ([Romantic] thrill to the cone, for Selecta Cornetto)
- 2018–present: #AngSarapUmuwi (Coming home is delicious)
- 2019–present: #SarapMagBonding (Bondings are delicious)
Current: Hindustan Unilever1 (India) | Unilever Indonesia | Unilever Japan | Unilever Food Solutions | Unilever Fima (Portugal) | Pepsi Lipton3
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Heartbrand Ice Creams: Algida (Italy, Greece, Turkey, Hungary, Poland, Romania, Estonia, Croatia) | Eskimo (Austria) | Frigo (Spain) | Frisko (Denmark) | GB Glace (Sweden) | Good Humor (United States, Canada) | HB (Ireland) | HB Wall's (Northern Ireland) | Holanda (Mexico) | Ingman (Finland) | Inmarko (Russia) | Kibon (Brazil, Argentina, Falkland Islands) | Kwality Wall's1 (India, Nepal, Bhutan, Sri Lanka) | La Fuente (Colombia) | Langnese (Germany) | Lusso (Switzerland) | Miko (France) | Ola (Netherlands, Belgium) | Olá (Portugal) | Pingüino (Ecuador) | Selecta (Philippines) | Streets (Australia, New Zealand) | Strauss (Israel) | Tio Rico (Venezuela) | Wall's (United Kingdom, Indonesia, Malaysia, Thailand)
Other frozen dessert brands: Ben & Jerry's | Breyers | Calippo | Carte d'Or | Cornetto | Cremissimo | Culture Republick | Fruttare | Grom | Golden Gaytime | Klondike | Magnum | Nice By Nature | Paddle Pop (Max) | Popsicle | Solero | Swedish Glace | Talenti | Viennetta | Weis | Sealtest | Seru!
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Local brands: Alberto Balsam | Andrélon | Aviance | Baba | Badedas | Bioexpert | Black Pearl | Block & White | Brut | International Breeze1 | Brisk | Brylcreem | Camay | Caress | Clinic Plus1 | Coco Varela | Creamsilk | Citra | Dawn | Dermalogica | Dimension | Dollar Shave Club | Dr. Kaufmann | Duschdas | Ego | Elle 181 | Eskinol | FDS | Folicure | Forest Balsam | Gabi | Glow & Lovely (Even | Handsome) | Glysolid | Good Morning | Hamam1 | Happy Moments | Hazeline | Impulse | Indulekha1 | Ioma | Kalina | Korea Glow | Laborica | Lakmé1 | Lever 2000 | Lever Ayush1 | Le Sancy | Liril1 | Living Proof | Master | Matey | Mist | Mod's Hair | Nameera | Neutral | Noxzema | Nexxus | Organics | Preventive | Pears | Proderm | Pure Line (Hijab Fresh) | Q-Tips | Radox | Regenerate | Savital | Savilé | Scmidt’s | Seventh Generation | Silky Hands | Simple | St. Ives | Suave | Tatcha | Thermosilk | Toni & Guy | Vibrance | Vinolia | VO5 | Williams Expert | Zendium | Zest | Zhonghua | Zwitsal (Fissan)
Local brands: 3D Multiusos | Active Wheel1 | Aromatel | Ala | Andy | Bio Luvil | Blueair | Cajoline | Coccolino | Coral | Cuñataí | Day 2 | Drive | Enka | Flóraszept | Fofo | Lavo Matic | LivOpen | Love & Care1 | Love Home and Planet | Lysoform | Minerva | Nature Protect | Neutral | Nevex | Persil (France) | Pureit1 | Quix | Rin1 (Brilhante | Radiante | Viso | Omo (Thailand)) | Rinso | Robijn | Savo | Seventh Generation | Sun | Sunil | Super Pell | Svelto | Vivere | Vixal | Wipol | Yumoş