1.What symbols has the company used to represent the brand? Does the brand use any Australian symbols or Icons in their design (if so; identify the symbols and their meanings)?
The company Kellogg’s utilized the most common approach when designing the company’s logo, this approach is known as “The World mark Logotype”.
A world mark logotype’s attributes are the text its self and of course the typeface the text is written in. This typographic approach is generally used when a graphic element is not needed to describe what the product or service is for example; Local Liquor’s world mark style logo says everything without the use of additional graphics.
Kellogg’s does not include a graphic nor does it say what the product is by just saying “Kellogg’s”, but when used in combination with the name of the product for example Kellogg’s Coco Pops the image is instantly created.
Kellogg’s also does not use any Australian icons or symbols in its design but the Kellogg’s logo itself has become an informal Australian icon due to its popularity as the breakfast cereal of choice.
Kellogg’s develops relationships with Australian’s when they are at a very young and they have built their identity on being a trustworthy, healthy, yummy and an easy choice of breakfast cereal or snack bar for every age.
2. What colours have the company used to represent the brand?
The Kellogg’s Logo is written in red and outlined in white and the use of other colours on their products are determined by the product type, for example; a majority of the Kellogg’s Sultana Brand box is purple with a hint of green and a small amount of yellow. The purple and green are used to symbolize the grapes that are used to create the sultanas and the use of yellow is to make to the extra nutritional information to standout.
The attributes of the famous red and white Kellogg’s Logo remain constant in size, style, shape and placement on the all its packaging.
3. What sort of message do you think the colours are trying to convey?
The psychological effect of colours on people has been studied by many but the main themes that seem to come with using the colour red with food is that when a person see’s the colour red, subconsciously they start to feel hungry.
Red is also a very dominant colour and when placed on a shelf in a supermarket or in a cupboard at home this colour is going to grab your eye a lot faster than say something in blue or green packaging. I assume this is why Kellogg’s along with many other big food and beverage companies, main colour of choice is red.
4. What style of typography has the company used (serif/san serif/italic/bold) and what does this say about the brand?
Kellogg’s has used a very relaxed san serif cursive font to form their logo and the fonts chosen for the particular products vary from floaty handwriting (Kellogg’s Just Right) to very boxy strong fonts (Kellogg’s Nutri-grain).
The handwriting in the logo says everyday writing, quick, “on the go” as normally most breakfast situations are, quite fast and ready to get you up and going.
The fonts used on the rest of the packaging as mentioned above varies, obviously Kellogg’s Nutri-grain wants to look strong and tough as its target market is teenage boys all wanting to be stronger and healthier. Where Kellogg’s Just Right is simple and easy, as the cereal sort of suggests, that’s it, just the cereal, its “just right” as it is on its own. Kellogg’s Rice Bubbles obviously aim more at a younger target market with fun bubbly writing and this list goes on and on.
