Arnott’s unveils new corporate logo and brand identity
Arnott’s has launched a new corporate brand identity, created by The Edison Agency, and introduced ‘The Arnott’s Group’ as the new entity that will sit above brands including Arnott’s, Campbell’s, Prego, and V8.
The logo for The Arnott’s Group is designed to connect the company’s history, including the iconic parrot, with its future, according to the business, but is not consumer-facing and won’t change “the Arnott’s logo that is currently on Australians’ favourite packet of biscuits”.
The new corporate logo
“We have a fantastic legacy, a strong business and a plan for growth by building a world-leading group of businesses from right here in Australia,” said chief executive George Zoghbi.
“A big part of our strategy will be investing in our people and products while minimising our environmental impact and supporting the communities in which we operate.
“Our strong performance and the launch of our new corporate brand identity is laying the foundations for our continued growth in Australia and beyond.”
The launch of the new logo and identity coincides with the company’s FY20 financial results, which saw sales grow by 6%. However, due to COVID-19, production costs were upped by 6%, which the business said it offset through other cost reduction measures.
From March to June, Arnott’s sold an extra 4m packs of chocolate biscuits, 2m cans of soup, 2.7m packs of stock, and 1m bottles and packs of V8 Juice.
The British flavours
In June, McDonald’s’ Jenni Dill joined the business as chief marketing officer after David McNeil departed to become managing director of Hasbro across the Pacific region. That same month, the brand responded quickly to UK Prime Minister Boris Johnson using a packet of Tim Tams to symbolise the UK’s relationship with Australia, creating ‘The British Collection’ within 12 hours and inviting consumers to vote for a British-inspired Tim Tam.
“Many organisations spend a lot of time, money and effort trying to create attention,” said director of PR, digital and social Amy Wagner.
“For us, our focus is really when a world leader, like Boris, suddenly thrusts your brand into a global spotlight, how prepared are we to respond, react and capitalise on that opportunity?
“It was meant to be lighthearted in its approach and certainly play into the classic Aussie larrikin which a brand like Arnott’s and Tim Tam represents.”
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I just don’t understand all these new brand logo designs.
We apparently have all these amazing designers and design technology, yet all logos end up looking like they were made using the out of the box shape options in Powerpoint and a form of Helvetica font.
Why sacrifice a great piece of craft that has been apart of your brand identity for decades for a rubbish computer generated image with no personality or distinctiveness?
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Why develop a logo for internal use and then PR it externally?
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Rubbish. who ever designed it should be sacked.
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Read the article. It’s not replacing.
But it is horrible.
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This screams private equity
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…when you look at something that’s been loved for 150 years by millions of people and say, “I reckon my idea’s better”
(but snarky comments aside, the ‘A’ is a really nice corporate treatment, just a pity the rest of the logo veered so far away from a simple modernisation of what they currently had, and instead into trying to be a google/apple clone)
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Not a great logo design. The bird is too stylised for me (I get the capital A they’re making with the perch but its too colourful) and it sits too far away from the generic text and the blue dot apostrophe looks wrong.
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Compared to the new Brand Australia logo (which was supposed to look like wattle – not a Christmas card), that has now been canned, this one isn’t too bad.
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Very generic and will not be memorable. Bird doesn’t have a finished face, poor thing.
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That is…an incredibly low bar.
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Oooh, that kerning?!
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