You may notice something different about General Mills these days. The food company has refreshed its logo with a red heart near the top of the familiar cursive “G” and the introduction of the tagline, “Making Food People Love,” which puts its mission and purpose front and center.
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— General Mills (@GeneralMills) November 24, 2017
While the new corporate identity could be spotted on the company’s holiday messaging, it’s not just some festive flair for the holidays, but the consumer packaged goods giant’s new identity as it heads into a new era of storytelling and customer-first moves. In fact, the new identity quietly debuted over the summer, but expect to see a lot more of it in 2018 and beyond.
“The updated logo and branding nods to our tradition—the big blue G—and adds a splash of red to make our passion clear: Making Food People Love,” says Mary Lynn Carver, chief communications officer for General Mills, about introducing the sixth logo in the company’s history. “And the logo is just the beginning. Our corporate brand is about telling the General Mills story thoughtfully, proactively and consistently.”
Like its five previous logos dating back to 1928, when four milling companies merged to form General Mills (although the company dates its origin to 1866), the new design builds on the company’s evolution.
The refreshed identity “offers a modern look while staying true to the company’s mission and heritage,” General Mills notes in a company blog post. Click here for a look back at the evolution of its visual identity and branding, and see more in the video below.
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