1990–1999 (Ice Cream), 1990–2011 (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 2011 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).
In 1998, 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 mid-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 mid-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.
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 early 2003 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 2011, officially abandoning its old logo, the classic Selecta logo (seen on top of the page) which dated back to the 90s.
- 1990-1998: Make Your Choice Selecta. You Simply Must.
- 1999-2003: Just Follow Your Heart.
- 2003-2006: Happiness From The Heart
- 2006-2009: Created With Passion
- 2007-2009: Mas Masarap Talaga Pag May Selecta. (It's More Delicous with Selecta.)
- 2009-present: Sarap Ng Weekend! (I Love The Weekends!, for Selecta Ice Cream)
- 2009-2012: Number One Ice Cream ng Bayan/Selecta! Number One!
- 2010-2015: Sarap ng 20 (The taste of 20, for Selecta Cornetto)
- 2012-2014: Share Happy!
- 2015-present: Sarap Magpakilig! (The taste becomes romance!, for Selecta Cornetto)