Tide is recognized for its distinctive orange-and-yellow bullseye logo. The original logo was designed by Donald Deskey, a famous industrial and identity designer. Tide was the first product to be nationally packaged using Day-Glo colors, strikingly eye-catching when first introduced. Currently, the Tide brand is given to over half a dozen powders and liquid detergents in the United States alone.
This logo was still used in Russia until 2003.
The 1966 logo was modified for the product's 50th anniversary in 1996.
The logo was modified in 2008, making the yellow circle a gradient, updating the font, and removing the white space in the text.
In 2014, the gradient on the outer yellow circle was once again removed.