Monday, February 13, 2012

Week 1 Activity 1 - Logo Analysis


Arnotts is a biscuit and snack foods maker which has been a popular brand amongst Australians and in other countries. It was founded back in 1865 by William Arnott.

The logo feautres a colourful bird, a parrot, perched on a T-shaped perch whilst eating a cracker. The bird is a Mexican Parrot, which Willaim recieved as a pet. The idea of the parrot was also brought forth by a drawing drawn by William's daughter in law.

There is nothing 'Australian' used in Arnotts logo but even so, the overall logo itself somehow echoes out Australian made. The colours could be one factor as red and blue are part of the Australian flag. Though there are the colours on the bird as well but its mainly the blue and red, especial the background behind the logo, that represents Arnotts and its belonging to Australia and Australian brand.

Then there is the font used, which appears to be a serif and thick or bold limbs*, lined with blue. I think the typeface itself speaks for Arnotts more than the parrot does. Instead of the type supporting the icon (parrot), its the reverse. But then again, the Parrot is identifiable as well on its own. The font used is bold and shouts 'Australia' but also with a hint of England (since Australia was founded by English men) due to the 'fancy' serifs on the bold font.

Plus, the font shows trust, quality and pride that Arnotts puts into its products, that satisfy all tastebuds. :)

As far as symbols, I can't distinguish any. (for the time being)

* Limbs: referring to the anatomy of Typography and characters

I chose Arnotts and its logo because I have a passion for birds and sweets :p.

References:

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