Wendy's Logo, Before and After

 

Wendy’s was fist opened in 1969 and has undergone only minor updates to it’s logo since. Last week, the third largest fast-food burger company rolled out a refreshed logo after the previous one stood for nearly thirty years. While maintaining much of its value when it comes to the pigtails, the company has chosen to move away from the antiquated typography and to move toward a more modern and inviting hand-drawn type. Although the execution leaves much to be desired, its evolution and purpose is clear: to appeal to a new generation of customers with slightly more sophisticated palettes who tend to be more calorie conscious. Reflecting these values, Wendy’s has also released their vision for an updated restaurant experience, seen below.

 

 

Looks like we’ll all be eating our Double Baconator in relative style.

 

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Nope, not the relationships–the brand!

There is a lot to say about this re-design from Friendship Dairies–initial reaction–awesome! They have put a modern twist on their existing logo AND successfully combined their logo and each SKU description. With a simple twist and pops of color, Friendship Dairies without a doubt will stand out amongst their competition. Here is a look at the old lineup:

friendship_old

From a predominately blue background before to such drastic color improvements here, Friendship Dairies has made it easier for consumers to find what they are really looking for: milk fat percentage. Sure there was some color differentiation before–but not to this magnitude. Without making too much of a change, they were sure to keep their signature dove emblem that their consumers recognize. Take a look:

After_friendship

These colors have allowed shoppers to find their favorite SKU quickly which is key to today’s buying experience. While making it easier for consumers, Friendship added some sass to the fridge!

What else? Even the lids feature the new variety color and a little quote.

After_friendship_lids

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We were happy to be part of this new flavor exploration with our long standing friends at Campbell Soup Company. According to them, these new V8 varieties are the first new flavors since 2003!

They came to us for help and by the looks of it–we succeeded! New V8 Hint of Lime and V8 Hint of Black Pepper have hit the shelves. These new  juice varieties offer twists to the savory taste of V8 100% vegetable juice to fulfill people’s growing desire for more bold flavors. Such a new venture took quite a bit of exploration. Due to the already established brand equity, our exploration for this design was a challenge. We had to stay within the already established guidelines but at the same time make these products stand out on shelf. With the help from our team, illustrators and marketing, we were able to come to the solution you see here. We introduced new colors, new bursts and of course new illustrations to the mix.

V8 Hint of Lime, V8 Hint of Black Pepper

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A lot of big companies right now are struggling with the private label competition. With the economy being down, many consumers are seeking the store brand/private label option to help cut costs and better manage finances.

If you are a frequent WalMart shopper, you are more than likely familiar with their brand “Great Value.” Their packaging is predominately white, has blue copy and a simple photo. But how about if I told you that the label below was “Great Value,” would you know?

Cott Beverages has gone through three different label designs in the last three years for its line of juices under the Great Value brand. This time, they opted to take consumers to “the fertile farmlands where the most delicious fruits and vegetables are grown.” (source) This approach allows imagery to do the work in illustrating that this great tasting juice begins at the source.

Compared to any other item under the Great Value name, this is definitely eye catching…but is it also deceiving? What do you think?

 

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We haven’t looked at a before and after in a while. Let’s check out this new design from the UK’s leading independent producer of sugar confectionery and popcorn, Butterkist.

Let’s take a look here. To the left is the old design. The first noticeable difference is that of the color. They went from a fire engine red to more of a richer red, maroon almost. This rich velvety red is the official brand colour, and is used consistently across the product range. They offer a subtle background here to create visual interest as well as have re-vamped the logo and its imagery. This redesign is said to reflect Butterkist’s heritage and their long her association with the film world. Created in 1914 in America, their machine eventually made it to the UK in 1938. It is still popular today.

With such a prominent history in film, this new Butterkist identity has been designed to reflect the idea of a popcorn production company.  The theme is reflected through the introduction of the ‘epic’ popcorn Atlas symbol, and a chiseled-style Butterkist logotype. The cinematic theme continues with the use of different typographic styles to illustrate ‘film-like’ personality into the individual parts of the package which allows for differentiation between flavors and creates a platform for a wider range of products.

What do you think?

 

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Can you guess?

Microsoft! On Thursday, Microsoft revealed its first new logo since 1987.

The new logo has two components: the logotype and the symbol. For the logotype, the font is Segoe which is the same font that is used is their products as well as marketing communications. The symbol is important in a world of digital motion. The symbol’s squares of color are intended to express the company’s diverse portfolio of products.

Its simple, easy on the eyes and the symbol plays into the uncluttered look as well. What do you think?

 

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Although a blog can be used as an information source, it can also be used like a journal. Some may be opinion based, others may not, but isn’t it fun to give your two cents every once in a while?

Take a look at these package design concepts and vote for you have! Click on the link below:

2012 Makeover Challenge

 

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If you read our blog, you can see that there are a lot of current trends between going green, clean packaging, promoting healthy habits and so on. With that said, this new product from Nestle fits right in. A healthy habit that Nestle is pushing is natural tastes, without preservatives and food coloring.

Their product Beltè with Infused Fruit is just that. The infusion is a natural process that allows lemon and peach to free all of their flavors, giving freshness and goodness to iced tea.

So the challenge was, how to get this brand message across in a liter and a half package and how to make it recognizable on the shelves? Take a look–its tall and slender bottle with a square section, completely stands out among the array of short bottles with round sections. The result, also from a visual point of view, puts together marketing goals with aesthetics. The label transmits a sense of genuineness and goodness and exudes a lightness and fresh feeling. Furthermore the label, simply attached to the wide grip area, allows a constant physical contact between the brand and the consumer.

The stylized tea leaves on the shoulder and on the lower part of the bottle are a key element that gives graphical continuity to the spirit of the brand.

 

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When you think of Disney you think of movies, toys, backpacks, pens–how about deodorant?

Reebok collaborated with Disney on a design to market their deodorant to preteens. Reebok did this in hopes of an  increase in sales during the Indian Festive time of Diwali. Notice how although not bright and colorful, the design remains in sync with Disney Style guides and not to mention the Indian festival of lights.

 

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We all know that times change. People, places and things have to keep up with the times and constantly keep on their toes. Much like many of the other posts that have been written, we are firm believers in logo re-design/updates.

Since the Olympics have been kicked off, why not look at the timeline of logos?

Doesn’t 2012 POP?

 

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