Arnott's Biscuits Logo Analysed

The most profound and highly recognisable logo for the Arnott’s confectionary manufacturing company is the coloured parrot next to the red Arnott’s typeface laid across a red label. This particular logo and logo typeface derives much of its inspiration from Australian heritage, the parrot was drawn by the daughter in law of the founder of Arnott’s, the reason for a bird as the face of a biscuit company was the tangible like between birds and their habits of eating biscuits. In addition to the bird biscuit blend, parrots area of origin has been largely set in Australia or Australasia.

The colours used to represent the Arnott’s brand is predominantly red, the largest use of red is on the Ribbon with the word Arnott’s sprawled across it, another area for the use of red is on the coloured logo of a parrot.

The heavy used of bright colours and the high contrast between the red and white on the label gets across an urgent message, the intensity of crimson red draws the eye to the label and makes an imprint that is recognizable, the label is the first step to brand loyalty from the consumer. 

The style of font used for the Arnott’s logo is sans serif, its easy eligibility and tradition make the font appropriate for a company manufacturing for its local inhabitants. Considering most Australian’s in that period of time grew up in rural areas the more comprehensible the type was the easier it was to market.