The Power of Positive Propaganda

We are more than an icon, brand and lifestyle. We are a spirit and philosophy, a reminder of how powerful a smile can be. Born in 1972, Smiley’s simple message of ‘Take Time To Smile’ is still relevant as ever, 50 years on.

The Power of Positive Propaganda
A SMILEY (R)EVOLUTION

A SMILEY (R)EVOLUTION

Smiley is a universal counter-culture icon.

Our unique message of positivity has influenced people around the world. Reinvented and redefined by each generation of activists, artists and creators, we continue to thrive and influence future generations.

HISTORY

The iconic image of counter-culture for nearly five decades, Smiley has been ever-present on the sleeves of landmark music albums. Seen at festivals, embraced as the symbol of DJ culture and worn by the trendsetters, we have influenced multiple musical genres.

  • 1970

    1970

    Smiley born to highlight happy news stories and acts as a global symbol of positivity.

  • 1971

    Franklin Loufrani creates the Smiley trademark.

    1971
  • 1972

    ‘Take Time to Smile’ campaign first published in France Soir, De Telegraaf, Blick, Lavanguardia to spread positive news.

    1972
  • 1980

    1980

    Smiley becomes the iconic image of the up and coming electronic music scene.

  • 1988

    Second Summer of Love defines major evolution of global youth culture.

    1988
  • 1990

    1990

    Smiley goes digital. The first Smiley appears on an Alcatel mobile in 1996.

  • 1997

    Nicolas Loufrani creates and copyrights the world’s first graphical emoticons.

    1997
  • 2000

    2000

    The Smiley dictionary launches on the internet in 2001, announcing "The birth of a universal language".

  • 2002

    The Smiley Dictionary is published as a book for the first time.

    2002
  • 2003

    The official Smiley dictionary becomes better known as 'SmileyWorld'.

    2003
  • 2010

    2010

    Smiley becomes a lifestyle brand synonymous with happiness and cool.

  • 2012

    Smiley is seen by 1 Billion people as it's featured in The London Olympics 2012 opening ceremony.

    2012
  • 2016

    Loved by celebrities, Smiley continues to enjoy record sales and growth.

    2016
  • 2017

    Smiley wins the best lifestyle licensing brand award.

    2017