Research: The Arnotts Logo
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| Old Arnott's logo |
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| New Arnott's logo |
1. What symbols has
the company used to represent the brand? Does the brand use any Australian symbols or Icons in their design?
Arnott’s famous icon is the parrot eating a biscuit. It is
said that it was first drawn in 1888 by founder William Arnott’s daughter in
law Leslie Arnott. While many people today would say the parrot is based off the
native Australian bird, legend has it that the model used, was actually a Mexican
parrot given to William by the captain of a Newcastle coal fleet.
Over the years the parrot has become synonymous with the
Arnott’s brand and is recognised as one of Australia’s favourite trademarks due
to the company’s deep Australian heritage.
It was important to the company to maintain the parrot in its
2009 revamp of the logo, changing only its position slightly, as it has such a
prominent place as an Australian icon.
2. What colours have
the company used to represent the brand?
The company’s primary colour is red, with a touch of gold.
The font colour is white outlined in a light blue.
3. What sort of
message do you think the colours are trying to convey?
The red is very bold and eye catching, especially in
contrast with the lighter colours used in the font. The hint of gold
surrounding it is to emphasise the high quality of the product. The slogan ‘There
is no substitute for quality’ is written in gold to reinforce the statement, as
the colour gold is associated with prestige.
4. What style of
typography has the company used? and what does this say about the brand?
The font is a minimal serif, with only very slight accents
on the characters. The type is written in bold and in lighter colours compared
to the background to make it stand out and eye catching to the consumer. The
font is clean, crisp and easy to read while the light blue outline and serifs
on the letters give it personality and make it distinguishable from other
brands.
The shape of the logo is a block with accents on each end,
matching the font. The logo as a whole used bright, bold colours, fonts and
shapes and gives the message of a solid, trustworthy brand to the consumer. The
trademark parrot represents the Australian history of the brand, and serves as
an indication of the brands reputation of quality.
References:
many yrs ago an old friend told me the arnotts motto is '' honesty is the best policy '' hence the parrot was used sitting on a tee , because '' on hes tee , is the best , poll i see . hope you get it .
ReplyDeleteThats exactly right. .😊im one of the arnott descendants and thats what we were told also
DeleteCorrect Greg Browne. The logo was always on the biscuit packets from Mills and Ware in Fremantle.
DeleteAs a 10 year old I used to save my money to go to the annual Royal Agricultural Show at Claremont Show Grounds and head staight for the Mills and Ware tent for the best bargain one could wish for. I was however under the impression that the logo originated at Mills and Ware and Arnotts acquired it when they purchased that business
The Dozier Weyl cracker company in St Louis USA was using the same parrot logo, and it even seems Dozier Weyl was using it earlier than Arnotts. Look up Dozier Weyl crackers on the net and switch to image view.
ReplyDeleteVery interesting. The similarities are striking.
DeleteJust noticed the parent company is Campbell's soup. Were the Arnotts part of the Campbell Klan in Scotland?? Anking for a friend....jon arnott
ReplyDeleteIt was told to me that the message of the parrot is (On His "T",the best Polly seed)Translates as "Honesty,the best policy). Has anybody else heard this explanation?
ReplyDelete