Week 1 Tutorial
Activity 1
True blue
branding promotes Australia Day
Aussie pride products are popping up all over
the supermarket
This week, national pride will hit its yearly peak as
preparations commence for Australia Day: firing up the barbecue, putting on
some summer tunes, and... munching on Australia-shaped biscuits?
The Sydney Morning Herald reported this morning that
several Australian products have ‘Aussified’ themselves in celebration of
Australia’s discovery by the First Fleet: MasterFoods is offering “limited
edition” blue bottles of tomato sauce, and Arnott’s has Australia-shaped Shapes
biscuits they’ve named “Aussie BBQ meat lovers.” (The latter is currently a sore subject
for Tasmanians, whose state is not included in the box.)
Revamped logo for Arnott’s
22 JANUARY 2009 NO
COMMENT
One of Australia’s most famous brands – Arnott’s
– has revamped its logo.
Reassuringly, Arnott’s famous parrot has remained the
mainstay of the fresh new mark, which has already started appearing on the
Company’s packaging in-store.
According to Arnott’s Marketing Director Susan
Massasso, the parrot, which was first registered as a logo in 1888, has a
strong affinity with Aussies.
‘The parrot is as famous as our biscuits, so
there was no way we were going to ruffle any feathers by playing with him too
much,’ said Ms Massasso. ‘But after more than 120 years in virtually the same position
on his perch, we felt it was time to let him stretch his wings a little and
turn face-on for a better view of the world!’
As well as making over the
parrot, Arnott’s revamped logo features a contemporary new font and stylised
background to drive greater visual impact.
In 2006, IP Australia, the
Australian Government agency responsible for administering registered IP
rights, including trade marks, recognised the Arnott’s logo as one of
Australia’s favourite trademarks during the 100th anniversary celebrations of
the first federally registered trade mark.
The Company confirmed it will
phase-in the revamped logo over the next 12-24 months.
1. What symbols has the company used to represent the brand? Does the brand
use any
Australian symbols or Icons in their design (if so; identify the
symbols and their meanings)
The company has used a banner and a rosella
eating a cracker as Australian icons in their logo design. The rosella is a
well known Australian icon. The logo parrot was drawn by William Arnott’s (The
founder of Arnotts) daughter in law. The rosella logo came from the Arnott’s
company motto, “Polly wants a cracker”. The rosella eating the cracker has been
used as a part of their logo since the very beginning over 120 years ago,
although the logo we see today has been refined somewhat.
2. What colours have the company used to represent the brand?
The main colour of the logo is red, with green,
blue and yellow featuring on the rosella, the text for Arnott’s in white, and
the smaller text and outline of the banner is gold.
3. What sort of message do you think the colours are trying to convey?
The colours used in the logo are bright and
vibrant, which are trying to grab the viewers attention. The yellow is used
minimally, as to not overpower the logo. The white is used for the letters to
contrast with the red background while still being simplistic.
4. What style of typography has the company used (serif/san
serif/italic/bold) and what does
this say about the brand?
The typography style used is a bold san serif
block letter. In the word ‘Arnott’s’ it uses a capital letter, with the rest of
the word written in small caps. Under the logo, the text “There is no
substitute for quality” written in san serif capitals.
This gives the brand logo a certain level of simplicity and class.
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