A History of Food Branding

HISTORY OF FOOD LOGOS The world's most successful food and drink companies would be nothing without their iconic logos. We see them around us all day, every day – but these logos have gone through dozens of changes over the years to reflect changing tastes and styles. These are just some of them. McDonalds 1940 - present McDonald's FAMOUS BARBECUE McDonaid's McDonald's was opened in 1940. It was formerly called McDonald's Famous Barbecue. This logo features the addition of the iconic red This logo appears on the McDonald's commercials that As part of the first restaurant redesign in decades called 'Forever Young, the logo was also redesigned. The red background is now only occasionally used and the lettering has been removed leaving only the iconic 'Golden Arches! This is used background. It can still be seen on some flags, in-restaurant signs and bins that have not been updated. aired in 1997-2000 with the slogan "Did Somebody Say McDonald's?". M'DONALOS ERBOUS HAMBURGERS BUYER BY THE BAG on McDonald's website and promotional goods. It was renamed McDonald's Famous Hamburgers in 1948. McDonald's In 1975, a glass version of the McDonald's logo appeared on the windows of newer restaurants. These were all phased out in a restaurant rebrand in 2006. McDonald This logo started to be used in some European countries starting in 2007. This logo used Speedee instead of Ronald McDonald as the company mascot when the first franchise outlets were opened. McDonald's M. This logo appears on the McDonald's commercials that aired in 1992-1997 with the slogan "What you want is what to get" and in 1995-1997 This logo was only used on packaging as the secondary logo and was used on Apple Dippers packaging until 2010. Imlovin' it McDonalds Alternate version with slogan. the slogan This is the first appearance of the now iconic logo that we know today. Based on the architecture of many restaurants of the time, it shows a roof line with a pair of illuminated ('golden') arches. The 'M' formed by the arches would become the brand icon that would carry the company through to the modern day. "Have you had a break today?". This logo was typically used in signage. I'm lovin'it McDonald' advertisement (USA) This version of the logo first appeared in McDonald's These logos appeared as part of 2000's "We Love to See You restaurants in 1993. It was used on the McDonald's website from 1996 until 1999. The logo is still used on framework and picture Smile" and 2001's "Smile" campaigns. McDonald's frames some restaurants. i'm lovin' it McDonald's HAMBURGERS ON LIONG SERVED This logo is a reference to the signature architecture of double mansard-roofed restaurants. The logo is still used on many of the company's buildings today. This logo was used during the "My Mcdonald's" slogan campaign. This was to conform with the culture of customisability spawned by the dawn of the digital age. McDonald's Germany started using this version of the 2003 logo in 1996 as part of its 25th anniversary celebrations. They added the word "I'm lovin' it" below in 2003. Burger King 1954 - present Doritos Coca-Cola 1886 - present 1964 - present 1954 1964 Coca-Cola Coca-Cola Doritos BURGER-KING In 1889, the original logo was first used. Styled as a signature, it remained the same until 1887 when two words were added to the first C's tail. In 1969, this logo called 'The Arden Square' was rolled out. The white wave at the bottom 1957 1973 Doritos BURGER KING nas ar NHOPPER is still used today and is called (rather unpoetically) 'The TORLACHIN Dynamic Ribbon Device! The shape of the ribbon is meant to reflect the shape of Coca-Cola's iconic bottles. 1971 1985 BURGER KING Doritos Coca -Cola Coca-Cola 1994 1992 BURGER KING Doritos In 1890, the company experimented with this design with added curves. This was a dramatic change, and the change was reversed the following year. The 'Coca-Cola... Real campaign of 2003 saw the introduction of a new logo. You'll notice the addition In 1969, the logo was altered to look less cartoony. It remained more or less the 1996 bubbles and a yellow wave accompanying the standard white one. Doritos same until 1999. CocaCola 1999 Coca-Cola BURGER KING Same as the previous logo, but with a black background and white lettering In 1941, the words 'Trademark Registered'were removed from the logo. Coca-Cola was by now very well established as a successful brand and the logo had become iconic. 2000 2007 was a return to the classic design. Doritos In 1999, Burger King "jazzed" up the logo with help from Sterling Brands. Celebrate 125 years 2005 Coca-Cola DRINK Dorítos To celebrate 125 years of Coca-Cola, the company used a silhouette of the iconic This Arciform shape was used from 1958. More like a shield North America or crest, this was also used for signage. contour bottle (embossed with the company logo) and bubbles bursting out of the top. 2005 Donitos M&M's 1972 - present Rest of the World 2013 You'll Enjoy mems m-m Doritos PEANUT 1972 1988 2003 Present logo Domino's Pizza 1960 - present Pepsi 1893 - present PEPSI BRAD'S DRINK Domino's Pizza In 1991, the Pepsi logo first In 1950, the logo began to incorporate the red, white and blue design that had already been used on the drink's bottle caps since the 1940s. Pepsi was launched with this logo in 1893 by Caleb Bradham. When the company launches in 1960, this design was used. The original plan was to add a dot for every restaurant that opened - that would mean 10,000 dots as of 2013. featured the brand name apart from the red, white and blue swirls. PEPSI PEPSI In 1898, the brand was renamed and the style was In 1997, the 'Project Blue campaign changed the colour on the label to blue and the logo gained a shadow effect. The name was just a blue outline. changed. The cursive style is decidedly similar to another well-known Cola The cap was still used in the logo, but a bold typeface was brought in to reflect an awareness of modernity and a departure from the cursive style. manufacturer. 1905 PEPSI Over the years, the logo has been spun around and the colours have been toned down CEPSI OE PEPSI for a sleeker and more modern look. 1906 JEPSH OLA 2003's upgrade saw the edges on the typeface made much sharper and straighter. It was also block-coloured with 1970 saw the first version of Domino's the logo we recognise today. The bottle cap was turned into contoured swirls and the iconic colours were spread across the whole logo. blue. The swirl device gained moisture droplets to look more refreshing. 1940 The company is now moving towards the new Domino-focussed logo and has begun to use a plain branded domino in its TV PEPSI pepsi spots. The logo went through a number of formatting changes until 1950, but generally stuck to the same principle. In 2009, the company rolled out a completely new logo. The swirl device has been given a complete change in proportions and style and the typeface is now lower-case across all products. This is the logo used around the world today. 1987's version uses different proportions on the swirls, and the typeface is sleeker – more in line with the one used today Domino's www.wildcard.co.uk 5,oui DOMINO'S |vzzid