Arnotts is a market leader in Australia's snack food industry. Arnotts was born in 1865 when William Arnott opened a biscuit bakery in Newcastle. Their famous logo of a parrot eating a biscuit was registered in 1907 and was drawn by William Arnott's daughter in law.
The logo is of a parrot eating a biscuit as well as some kind of barley or wheat shown on the logo. The parrot is a native Australian bird so this symbolizes Australia and in a way, "Australians" enjoying the biscuit which is presumably an Arnotts one. The wheat symbolizes the quality and ingredient of the biscuits. (This is my interpretation)
The colours that Arnotts uses in their logo are red for the main 'Arnotts' typography, blue, green, yellow and red for the parrot, and gold for the subtext and barley or wheat image. I read somewhere a long time ago that the colour red evokes feelings of hunger. Perhaps this is why Arnotts chose the main colour to be red. The gold lettering underneath suggests quality.
A serif font has been used in the main text which reads 'Arnotts'. Whereas the subtext is in a sans-serif font. I believe the main text is in a serif font to show history and tradition, to show that Arnotts has been there for a long time. Perhaps it is also trying to symbolize that the biscuits are for any style or person? (Just a random thought)
*Please note that there was not very much information on the logo nor the branding image so i just gave some of my thoughts on why they used the colours they did and ect
Your a really good writer :)
ReplyDeleteTHE LOGO MEANS HONESTY IS THE BEST POLICY.
Delete(ON HIS TEE IS THE BEST POLL I SEE)
You obviously didn't get your information direct from Arnotts. The bird in question is a Mexican parrot not a rosella or a rainbow lorikeet. Leslie Arnott, (William Arnotts daughter in law) drew the parrot that was given to him by the captain of the Newcastle coal fleet. A little more research is in order I think.
ReplyDeleteThank you for this information. I have been trying to determine what sort of Australian parrot was used in the original packaging. I’m a bit disappointed that a Mexican parrot was used!
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