The right logo can make or break a premium food brand. Creating a symbol for a brand identity is an in-depth process involving strategic application of research and a deep understanding of your target audience.
By the same token, once you have already established your brand’s image, changing the look and feel can create quite a hullabaloo. Consumers like the familiar and removing that familiarity can be risky.
Consider the recent uproar when Tropicana changed their packaging – consumers were so outraged that they turned to their social media outlets and let Tropicana know about it. It didn’t take long for the company to revert to the old look.
To provide insight into the importance of logo design, I asked a few of our Creative team members to comment:
“The most important thing to remember about a logo is that it is the representation of your company, boiled down into one little mark. It’s your brand, your past, your future, it’s everything your company says and does.” – Brian
“The most successful re-branding efforts are ones that, like a good face lift, might go unnoticed! The best results are when subtle changes are made to the original logo that bring it to a more current, contemporary place and leave the consumer wondering, did they or didn’t they?!” – Katja
“A logo is the outward appearance of your company, service or product.
Before creating one, you must ask yourself, ‘What am I trying to convey through my logo?’ Do you want it to be contemporary and trendy, or something more timeless that still stands up as the years roll on by?” – Troy
Establishing your premium food brand with an iconic logo can be one of your strongest marketing tools. When carried through on packaging, advertising and at every point of contact, it builds your brand and creates a connection with your target audience. Consider the “golden arches”. Without even seeing the company name, I’d bet a vast
majority of people around the globe would know it’s McDonalds.
What premium food logos resonate the most with you? Which do you think are off the mark and don’t speak to the brand?
