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
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?
Read the article. It’s not replacing.
But it is horrible.
Why develop a logo for internal use and then PR it externally?
Rubbish. who ever designed it should be sacked.
This screams private equity
…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)
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.
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.
That is…an incredibly low bar.
Very generic and will not be memorable. Bird doesn’t have a finished face, poor thing.
Oooh, that kerning?!