Morton Salt has been one of the most trusted brands of table salt for over 100 years. Their revolutionary usage of an anti-caking agent in their salt allowed for ease of pouring, earning them their slogan, “when it rains it pours.” I expanded the rain imagery from the original logo and used these diagonal lines to carry the bulk of the text to emphasize how important rain is to their branding. I enlarged the Morton Salt girl’s face to heighten the feeling of trustworthiness associated with the brand. Overall, I wanted to capture the friendliness and familiarity that Morton has.