Most children born from the eighties can attest to the fact that they have tasted the popular Kellogg’s cornflakes. For some, it even became the quickest breakfast their mothers could fix before they dashed off to school while for others it became their favourite go-to cereal whenever they were hungry.
Whichever the case, it is an undeniable fact that the impact of the Kellogg’s brand has been felt by many people and also in many homes. The brand’s consistency for more 100years now has strengthened its relevance, establishing it as a leading brand globally.
For the last century, the Kellogg Company has done business under the trademark, Kellogg’s. This American multinational food-manufacturing company has its headquarters in Battle Creek, Michigan, United States. Kellogg’s is known for producing cereal and convenience foods, including cookies, crackers, and toaster pastries. Some of their most popular products that have become well-known brands include Corn Flakes, Keebler, and Cheez-It.
Follow through as we take a detailed ride through the rich qualities of this outstanding brand.
While trying to make granola, a breakfast food and snack food consisting of rolled oats, nuts, honey or other sweeteners, in 1898, W.K. Kellogg, and his brother, Dr. John Harvey Kellogg, mistakenly altered the process and flaked wheat berry. Not relenting, W.K. continued to experiment until he flaked corn, which gave birth to what we now know as Kellogg’s Corn Flakes.
Following his successful breakthrough, in 1906, W.K. Kellogg began his company, “Battle Creek Toasted Corn Flake Company” and went ahead to hire 44 pioneering employees. Working closely with the founder, they created the first batch of Kellogg’s Corn Flakes and fostered W.K.’s vision for great-tasting, better-for-you breakfast foods.
Kellogg’s, in 1914, took its first step towards expansion by introducing the flagship brand, Corn Flakes, to Canada. As time went by, the Kellogg Company spread its nourishing grains abroad, by commencing operations in countries like Australia, England, Mexico, Japan, India and etc.
In 1923, the Kellogg Company took another bold step and became the first in the food industry to hire a dietician, Mary Barber. Mary pioneered the Kellogg’s Home Economics Department and defined the roles different foods played in proper diets, thereby educating their consumers.
During the time the United States sunk into Depression, in 1930, W.K. Kellogg saw it as an opportunity to add value to more people with the campaign, “I’ll invest in people.” To achieve this, he created more shifts and hired new employees. He went on to start the W.K. Kellogg Foundation, whose mission — to help children realize their potential — is also in line with that of the Kellogg Company till date.
To increase its visibility, the company used the slogan “Kellogg’s puts more into your morning” on television shows on Saturday morning from 1968 to 1970.
As a result of spreading its grains, one of the soils it fell on is the Nigeria’s soil. Though it is yet to make huge harvest, the brand has gained tremendous recognition. On the 1st of December 2017, the joint venture of the reputable cereal maker, Kellogg’s and Singapore’s Tolaram Group, Kellogg’s-Tolaram Nigeria Limited, commissioned a 6 billion naira factory, with a capacity to produce 10,000 metric tonnes of cereals per year. This move has definitely put the Kellogg’s brand on another level since it can now produce its product here in Nigeria rather than importing it.
Having realised that breakfast is the most essential meal of the day, Kellogg’s has built its walls around this. “At Kellogg, we LOVE breakfast. To us it’s so much more than just a meal. We passionately believe in the power and promise that comes from eating the right breakfast. It’s the first fuel for our bodies—nourishing us for today, tomorrow and for life.”
From the simple and concise words, the company used to describe its vision, it is without a doubt the brand has established itself as an enriching brand, “To enrich and delight the world through foods and brands that matter.”
Its purpose is simple but well defined, “Nourishing families so they can flourish and thrive.”
The company sees its values as its DNA which could be interpreted to mean what runs through the entire organisation. Their values serve as a guide for every business transaction, their interaction amongst themselves and with the communities where they work. Here is a quick rundown of their values;
In Nigeria the Kellogg’s brand leverages;
- Partnership with the local production company, Tolaram and its distribution subsidiary.
- Assets provided by its partnership to produce high quality, low cost products in the region
- Brand recognition in order to gain market share in the mid-range and value channels.
THE BRAND’S SWOT ANALYSIS
- It has an existing supply chain
- It has well-known and experienced partners, locally and globally
- It has experience in handling new markets
- It has experienced low profit in recent years
- There has been a loss of market share to general mill
- New products must be developed to suit the Nigeria market.
- The Nigerian market is still an emerging one open to businesses of all kinds
- Landing new products would require low price
- As a foreign brand, a new product must be developed for the Nigeria market
- It has strong competitors like Nestle and Unilever.
- Its operation is capital intensive.
The company continues to uphold the values its founder, W.K. Kellogg, which was instilled over 100 years ago. Today their flaked corn is enjoyed in 180 countries around the world putting it ahead of its pairs in the snack food industry.
Written by Jennifer Chioma Amadi
Do you desire to build a lasting brand? We are very resourceful and can be of great help. Shoot us an email at firstname.lastname@example.org.
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One of the most visited places in the city of Port Harcourt is SPAR. During the last festive season, there was a frightening mammoth crowd pressing in at the mall’s entry point, insistent on patronizing their services and products. It won’t be far-fetched to assume that 5 out of 100 persons in Port Harcourt patronized SPAR last Christmas. The building itself was crammed up with all caliber of people similar to the scenario as was reported in various SPAR outlets within the country. This shows the popularity and far reaching effects this brand has on its customers. In fact, it is now a household name in Nigeria, found on the lips of many regular shoppers.
Surprisingly, we discovered that SPAR is an old player in the retail industry with international operations since the last 86years. The company started out being called DESPAR which is a Dutch acronym for Door Eendrachtag Samenwerken Profiteren Allen Regelmatig (In English meaning – “All benefits from joint co-operation”). This interpretation gives a summary of the SPAR brand story.
SPAR is a multinational firm which manages several individual retail stores and partners doing business under the SPAR brand name. It was founded in Netherlands by Adriaan van Well in 1932 on the premise that when marketers do business as individual entities they yield lesser results as compared to several individual wholesalers and retailers coming together in partnership to form a huge market network. They meet a wide range of consumers’ needs making very huge impacts by leveraging on the ensuing large customer base.
In 2009, SPAR International gave license to Artee Industries Limited to operate SPAR in Nigeria. SPAR stores in Nigeria are built on hypermarket retail format. Presently, SPAR is operating 10 stores across Port Harcourt, Abuja, Lagos, and Calabar accruing more than 34,000m2 of retail space, hence making it the largest chain of retail stores in Nigeria. They offer an ample variety of products in the class of Grocery, Fruits & Vegetables, Bakery, Butchery, Hot Meals, Wine & Spirits, Fast Moving Consumer Goods, Consumer Electronics, Small Home Appliances, Laptops & Tablets, Mobile Phones, Perfumes, Watches and Jewelry.
Amazingly, even when most persons aren’t aware of the business and historical facts surrounding this retail brand, they could readily recognize the brand’s logo on any item and on Ads most especially due to its constant appearance on the brands packaging materials. SPAR’s visual identity as concerns its logo, has over the years communicated the brand’s story, essence, and culture as it is proven through the successes recorded by the brand in the business world. Currently SPAR which started as one single Dutch store has over 12,770 stores in over 45 countries on four continents; meeting the needs of over 13.5 million consumers every day. Join us as we delve into the brand story of its simple but unique logo.
HISTORY OF THE LOGO
In 1932, at the inception of the organization, the symbol chosen to represent the brand and give it an identity in the hearts of its customers was the Christmas tree. Amazingly, the brands name “DE SPAR” means “The Fir” also known as the Christmas fir tree. The logo had the fir tree symbol centered boldly and the brand’s name written at its base. The debut logo also had a Dutch inscription “Koopen bijde De Spar is Sparen Bijde koop” meaning buying at the De spar is saving on buying. Eight years later, the Dutch inscription taken off but the rest of the design left as it were. To emphasize consistency in branding and identity, SPAR maintained the same logo design in all its stores worldwide.
In the late 1940s, the brands name was abbreviated from DESPAR to SPAR and so the existing logo was modified to capture this change. As years went by, other modifications in the design was made. This time, the fir tree symbol was resized to fit within the red circular band.
Increasing its Europe presence and entering into Africa and Asia, triggered the need for a more sophisticated logo to enhance its marketing strategy. So in 1968, the logo which is currently in use and can be seen in SPAR’s outlets and packaging material was introduced. The fir tree symbol had a refined outlook like an arrowhead enclosed within a green circular band and also having the SPAR element scripted within a red block base.
SPAR runs its business under four (4) store formats – SPAR, SPAR Express, EUROSPAR supermarket and INTERSPAR Hypermarket – and each of these store formats has its brand logo.
The SPAR Express logo communicates the identity of the SPAR Express store format which is to provide service and products to on-the-go shoppers in petrol stations, airports, railways and city centres. It has the smallest sales area.
The SPAR logo has the original design format and thus represents the parent brand. It is used in communications describing the retail firm as an organization having several partners. This brand comes after the Express logo in sales area and accommodates products that satisfy consumers’ needs on daily basis.
EUROSPAR logo describes the EUROSPAR Supermarket brand which has a larger sales area than the earlier mentioned store formats. This Supermarket format is designed to cover items and purchases of consumers on weekly basis and thus caters for more needs than the earlier mentioned brands.
INTERSPAR Hypermarket logo represents SPARs biggest store format – the Hypermarket brand. This brand has the largest sales area of more than 3000m2. It was established to meet a wider range of consumer’s needs than all its other store formats. Its purpose is for it to be a one-stop shop for consumers.
Logotype colour specification
An excerpt from the Spars online logo manual says:
“The area outside the symbol and the name style is an integral part of SPAR’s identity and should always remain white.
The logotype is printed in two colours on a white background and it is critical to SPAR’s identity that the colours are interpreted correctly and consistently. The green symbol is (Pantone Matching System) 356 while the red name carrier PMS 185.
Also, the identity should always be printed onto a white background”.
The logo encapsulates the symbol of fir tree which stands for ‘SPAR” in Dutch. The fir is popular for its Christmas tree species. Christmas is a festive season of celebration, shopping and gift unraveling. Hence, the fir Christmas tree symbolizes same. We also know that SPAR is an abbreviated Dutch acronym for DESPAR meaning “All benefit from joint co-operation” and this describes the SPAR concept.
The fir symbol also takes the shape of an arrow head signifying force, direction, movement, power and direction, speed, accelerating growth rates and expansion of SPAR in the retail industry.
The logo has both Red and Green colours. The green colour which is the colour of the fir tree signifies; life, growth of the business, freshness of its food retail products and services. Red has always been an attractive and captivating colour. It represents excitement, passion, energy and has a strong effect on human metabolism and stimulates appetite hence drawing customers to the brand.
Written By Rejoice Emmanuel
Do you need an expressive logo for your brand? We would love to work with you. Shoot an email to email@example.com
Brands choose to tell their stories any way they please but the ones that stand out are those who tell stories that resonate with the communities they serve. For sixty years plus now PEAK MILK has maintained the story of Africa through its symbolic pic story and visual identity elements of the palm tree, locals in a canoe, trade interaction with merchants, and so on.
With its rich creamy taste, Peak Milk has continued to live up to its name, and has gained the reputation of the number one brand in the dairy industry in Nigeria. Over the years, the brand has been recognised for its quality and leadership in the market. These remarkable attributes piqued our interest to do a review on this legendary brand. Sail with us to the wonderland of this iconic dairy brand.
While most people seem to know the product, only a few are familiar with the company behind the brand, Friesland Campina. The company which was founded from two great Dutch dairy companies, Friesland Foods and Campina, began its journey in the dairy industry in 1871.
Friesland Campina is a company birthed from a rich history. From its name Friesland which is a region in the north of the Netherlands characterised by the green meadows, blue skies, many lakes and splendid Frisian dairy herds and then Campina is also a wooded region of grasslands and meadows in the south of the Netherlands, it can be perceived that the company is a product of the Netherland culture.
The global company is well rooted in the culture and commerce of the Netherlands, Germany, and Belgium.
Way back in 1954, while Nigeria was still under the British colony, Friesland Campina sailed its way from Netherlands through several oceans to Nigeria. Having surveyed and seen the potentials in the Nigerian market, the company introduced its first brand, Peak Milk. Since then the dairy product has evolved and has maintained a strong leader position.
However it was not until April 1973 the company was incorporated as West Africa Milk Company (WAMCO) and finally commenced operation in 1975 making it an affiliate of Royal Friesland Campina of the Netherlands. Friesland Campina WAMCO Nigeria has its headquarters located in Ikeja Industrial Area of Lagos and is recorded to be one of the largest dairy cooperative in the world. Since it began operations in Nigeria it has made extensive distribution to all the states.
With its strong influence, the company continues to retain its leadership in the production, processing, packaging, marketing, and distribution of its dairy products in Nigeria. In 2015, it was recorded to have made a turnover of twelve billion
At the inception, Peak Milk was seen as product for wealthy people and couldn’t be afforded by the common man. Knowing what they stood to lose with the rising of other milk brands, the company adjusted its product in order to accommodate everyone. This led to the introduction of different sizes even down to sachets.
The company behind Peak Milk ties its vision to the purpose they refer to as nourishing by nature. This stands for better nutrition for the world, a good living for farmers, now and for generations to come.
BRAND MISSION STATEMENT
From its mission statement, Nourishing Nigeria with Quality Dairy Nutrition, it is obvious the brand is driven by the need to nourish its consumers.
The strategy behind this exceptional brand is quite straight to the point which is to add value; from its nutrition, to nature, to both young and old people, to consumers and customers, to citizen and down to the society. This value adding mind-set has been transferred to all their employees worldwide.
The company has broken down its plan into the following;
- Win with nutrition
- Serve the 24/7 consumer and customer
- Lead with sustainability
- Elevate our essentials
BRAND CAMPAIGNS AND PROJECTS
Most recently, the brand has been running a campaign it named PECADOMO which is an acronym for ‘Peak Can Do More’. The idea is to gain new markets by highlighting several other things that the milk product can be used asides regular usage
Peak Milk is one brand that has made a strong impression in Nigeria with its involvement and commitment to nation building and community development. Severally in the past it has supported charity projects, schools and communities through its corporate citizenship programme which kicked off in 2004.
The programme has seen the commissioning of over 41 solar boreholes, supported over 18 public secondary schools amongst many other projects.
With a well mapped out and structured brand like Peak, we can bank on the fact that it will be here for more years to come and may probably still be leading the dairy industry here in Nigeria. It points to the need to build a brand that transcends the founders.
Key Takeaway: Regardless of its leadership position in the market, PEAK is not relenting in its drive to remain a relevant, readily available and trustworthy brand. This is a vital lessons for beginners and the likes, do not allow your successes stop you from pushing the boundaries and frontiers.
Written by Jennifer Chioma Amadi
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One of the famous and oldest automobile brands in the world which stands out for the quality, durable and reliable vehicles they create is Toyota. Established in 1933 by the Toyoda family as a subsidiary of the Toyoda Automatic Loom works, they started out producing automatic loom works and textiles before diversifying into automobile production with the production of the model AA passenger car in 1936. Headquartered in Toyota city, Aichi Japan, earliest productions were directed by the founder’s son, Kiichiro Toyoda and the company was named after the family’s name – TOYODA.
However, it was later renamed TOYOTA in 1936 after a competition which had 27,000 design entries was held in that effect. The design entry bearing the Toyota name was chosen and the TOYOTA brand incorporated as the company’s name. This was because whilst Toyoda took 10 Japanese strokes to write, Toyota took 8 strokes which in Japanese culture signify luck and good fortune.
Remarkably, the Toyota brand was introduced into the Nigerian automobile market 32 years after it was founded through various distributing outlets. Later on Toyota (Nigeria) Limited was incorporated as the sole distributor of the Toyota Motor Corporation.
The Toyota brand has over the years endeared themselves to the heart of their customers especially through its visual identity system specifically the well-known Toyota 3-ellipses logo. This has contributed greatly to the successes recorded by the Toyota brand. As little children we could remember playing with this emblem on our parents Toyota cars. This article aims to unravel the wonder behind this globally recognized logo.
HISTORY OF THE LOGO
The debut logo was designed in 1935 bearing the company’s name as at the time – TOYODA. It had the shape of an octagon with the TOYODA inscribed in bold uppercase red font. This was seen on the AA model car and G1 truck produced in 1936.
With the renaming of its name from TOYODA to TOYOTA, a new logo was designed to capture this effect. However, this new design had TOYOTA transcribed into Japanese language and centered in a red circular background.
After about 10 years later, the logo design was further re-designed. This time, it had the brand name inscribed in English language; scripted similarly with “Times New Roman” in a bold uppercase black font colour.
Later on, the succeeding logo font was modified using the “Bold Toyota Type” font and inscribed in black font colour.
This font colour was later changed into an attractive red colour which is today known as the Toyota Red. This had a captivating feel, attracting more customers to the brand.
Conclusively, the well-known 3-ellipes logo was introduced at the 50th anniversary of Toyota Motors Corporation on the 2nd of October, 1989. The previous red logo element was added to the 3-ellipses emblem forming one of the most popular automobile logo in the world today seen on all Toyota vehicles. Subsequent years have seen various modifications in typography, colour, staging platform and visual dimensions being made to the Toyota logo.
As part of showing their value and enthusiasm in promoting their visibility and acceptance, Toyota has a website exclusively dedicated to provide detailed information on their Visual Identity System (VIS) covering these six core elements – logos, tagline, typography, photography styles, colour palette and design layouts. Certainly, their visual identity matters a great to them, like it should be for every other brand.
TOYOTA LOGO SPECIFICATIONS
Toyota Motors Corporation is visually identified using any of these 3 logo types: (i) the Toyota Brand logo (ii) the Let’s Go Places logo and (iii) the Vehicle logo.
The Brand logo is used to represent the parent brand and is also used when more than one Toyota product is advertised. In addition, it appears where the slogan (tagline) is used as a headline in a publication. Still, it is not used were the vehicle logo appears.
The vehicle logo is used when marketing a particular Toyota vehicle. Some of Toyota’s vehicle brand includes; Corolla, Camry, Sienna, TACOMA, RAV4, Highlander, 4RUNNER, SEQUOIA, TUNDRA, C-HR, Land Cruiser, Avalon etc. This logo however, is not used alongside other logos or elements.
The Let’s Go Places Logo conveys the brand essence and culture. It is not used without the staging platform when used as a logo. Also, it comes in three forms; the horizontal stacked, horizontal and vertical.
Toyota logos comprises of 3 elements: (i) the typography i.e. font size, font style etc., (ii) the Toyota symbol and (iii) the staging platform which could also be called the background fill.
The minimum size that the Toyota logo can be reduced to – in both Print and Digital – is 9mm and 24 pixels respectively. This also tells the minimum height that the staging platform can be. In addition, on publications, all logo designs carry a little clear space around them. This clear space is measured in X unit. This is derived by dividing the staging platform into 6 rows and 6 columns. Each cell represents X unit. Two units (2X) of this measurement tell the amount of space that is left both horizontally and vertically around the logo design in a communication.
Toyota’s logo font style is the ‘Bold Toyota type font’. The Font colour could be black or red depending on the background of the publication whilst size and space dimensions are stipulated in Toyota’s VIS manual.
When the staging platform is in Toyota Red and the typography in black, the logo is placed on a light or white background while when the staging platform is on a dark publication background, the typography becomes white but the staging platform remains red. The Toyota VIS makes provisions for 1-colour designs with no other colours apart from black, red and white.
Logo Colour Palette
Toyota colour palette comprises of Red, White and Black with the primary colour as Red. Red represents energy, visibility, passion, excitement and the Toyota taste for adventure. White stands for clarity showing Toyota’s sincerity in creating an impressionable product to its customers.
MEANING OF THE LOGO
The Logo Symbol
According to online sources, the two inner intercepting ellipses in the Toyota symbol represents the unification of the hearts of Toyota customers with the heart of Toyota products while the largest oval encapsulating the inner ellipses, represents the world embracing Toyota. The background space in the Toyota symbol spells Toyota’s technological advancement and the boundless opportunities ahead of them.
Also, in another explanation, the two inner ovals that overlap to form a “T” stand for Toyota and the centered oval forms the shape of a steering wheel which represents the Toyota vehicle itself.
Furthermore, recent discoveries shows that upon a closer look at the Toyota 3-ellipses symbol, it is seen that all the letters that spell the word TOYOTA are found in it.
INCORRECT USE OF TOYOTA LOGO
In order to maintain consistency and encourage sustained brand awareness, Toyota advocates for the correct use of their logos on all communication platforms. Some possible misuse of Toyota logos are:
- Using the 3-D logo in brand communications
- Changing the logo colour
- Distorting the shape of the logo shape
- Filling up the staging platform with an image
- Adding a shadow to the logo
- Altering the logo artwork
- Changing the shape of the staging platform
- Using the logo within text
- Changing the logo typography style
- Changing the type size or colour of the tagline.
There is obviously more to a logo beyond – it preserves a brand’s history, tells its story, and expresses its culture in ways unique to the brand alone. We hope you found this insightful for your own brand?
Written by Rejoice Emmanuel
Do you need an expressive logo for your brand? We would love to work with you. Shoot an email to email@example.com
Think of a network service provider that has helped most Nigerians connect with people far and near, and MTN pops up! Think of the largest telecommunication company in Nigeria and MTN comes ringing its yellow bells. Due to its wide reach and years of consistency, MTN remains one of the most recommendable mobile Telco brands. Today we take a deeper look at this prodigious brand.
MTN is a multinational mobile telecommunications company under the MTN Group Limited which has its headquarters located in Johannesburg, the capital of South Africa. It was established in 1994 during the new era of democracy as one of the tools for transformation. In the quest to spread its reach and enlarge its customer base, MTN, extended its hands to Nigeria as one of the countries it found fit to do business in. Taking advantage of an auction opportunity conducted by Nigeria Communication Commission in January 2001, MTN automatically became the very first mobile network to make a call.
Following this, MTN launched full commercial operation in August 2001 starting with major cities like Lagos, Abuja and Port Harcourt. From that period, its services have spread across Nigeria covering over 223 cities and towns, more than 10,000 villages and communities, and practically spanning the 36 states in Nigeria with over 52 million subscribers to boast of. Since its inception, the brand has grown and is currently recognised as the eleventh largest mobile network operator in the world and the largest in Africa. It has operational branches in over 22 countries in Africa, Asia and Europe. In June 2016, MTN was recorded to have over 232.6 million subscribers in these various countries.
MTN continues to exist to provide solution to connectivity, communication and collaboration problems in all the countries it operates in. It leverages technology in order to give its customers a good experience. From its track record, MTN is known to be the largest privately owned mobile operator in Africa, Europe and the Middle East.
A trait that is predominant among every successful brand is a clear vision. MTN is one of such brands that has their eyes on the ball and this is what they see themselves becoming, “Our vision is to lead the delivery of a bold, new digital world to our customers.”
From their tenacity and never giving-up spirit, it is obvious MTN is on a mission. In their own words, “Our mission is to make our customers’ lives a whole lot BRIGHTER. We do this by delivering relevant, accessible, high quality telecommunications solutions that put them in control.”
Beyond its bright yellow colour, another remarkable attribute that seem to keep MTN in the minds of customers is its unforgettable slogan, “Everywhere you go”. This slogan has become part of its identity and continues to pass the brand’s message.
The company is driven by some core values such as;
MTN operates with a well-defined brand strategy which they refer to as BRIGHT. They see this strategy as six pillars on which the brand is built upon.
- B- Best customer experience
- R- Returns and efficiency focus
- I- Ignite commercial performance
- G- Growth through data and digital
- H- Hearts and minds
- T- Technology
DID YOU KNOW?
Here are some facts you may not know about this prominent brand.
- The brand was formerly known as M-cell
- MTN stands for Mobile Telecommunication network
- The first phone call was made in Maritime House, Apapa
- One-third of MTN revenues comes from Nigeria
- It changes its number range whenever a particular range is full. This is the reason why they’ve changed from 0803, to 0703, to 0706, to 0810, to 0813, to 0814, 0816 and now 0903
Written by Jennifer Chioma Amadi
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Beyond the obvious fact that a logo becomes a company’s identity, it can also be referred to as the custodian of a brand’s history and culture. It reminds both the staff and customers the journey the brand has travelled so far and the milestones it has accomplished over the years.
With its historical attributes, the FirstBank logo can be seen as a symbol holding so much more than what meets the eyes. To the common man it may look like a simple blend of elements and colours but to those who work behind the scenes, its meaning is deeper.
THE LOGO JOURNEY
Being one of the oldest banks in Nigeria since 1894, FirstBank’s identity has become a household symbol and is one that is easily recognisable by all. It has earned itself a grand reputation for consistency and as a result has gained a huge popularity to the point anytime one sees an emblem with an elephant inscribed on it, one of the first thoughts that crosses the mind is the FirstBank brand.
With many decades gone by and as a way of commemorating the brand’s 120th year anniversary, they felt the necessity to redesign their legendary logo in order to reflect the new strategic direction the company was taking. The bank unveiled their new identity in January 27th, 2014, informing the general public about their new brand position.
THE LOGO ICON
The African Elephant
One icon that has always been associated with the FirstBank logo is the famous African elephant. For the brand, this icon symbolises their strength and growth. It is also an indicator that the brand is a leader in the financial industry. With this single icon, the bank has continued to earn respect and visibility.
Though this element was retained, there were some slight modifications to its appearance which were made to communicate the evolution the bank was going through in order to remain relevant in the financial sector.
- A Raised Head – While the elephant in the old logo had a straight face, the new logo bears an elephant with a raised head. This they indicated was a way to reassure their customers about their commitment no matter the challenge. It is a promise that says they will face any financial challenge with their head held high.
- A Raised Foot – The raised foot in the new logo is a reminder that they will always put their best foot forward for their customers.
THE LOGO COLOURS
From a lighter shade of blue to a deep blue colour, the FirstBank logo took on a new feel. The deep blue colour signifies a heritage of trust and distinction. The colour also represents their brand principles of momentum, innovation and evolution. These principles ensure that the bank strives to continuously develop solutions.
One significant change in the new logo was the infusion of gold. This rich colour represents a promise to set the gold standard of value and excellence in their services as a financial establishment.
Through its logo the brand has continued to fulfil the promise it made to its customers which is to always deliver the ultimate gold standard of value and excellence. Merely viewing the logo reminds their customers and partners about their position as one of the first and leading brands in the banking field.
The logo, images, fonts, patterns, icons, colours, symbols, words, all combine to visually communicate the brand’s corporate identity and brand language. The colours are also a reflection of the brand’s personality and their tone of voice towards their customers.
Written by Jennifer Chioma Amadi
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When people think of major Restaurants in Port Harcourt and Nigeria at large, the list would be incomplete if Kilimanjaro isn’t mentioned. This is so because Kilimanjaro has succeeded in creating a popular and appealing brand among quick service restaurants in Nigeria. Going from its appetizing and tasteful food packages, serene and hygienic environment as well as its endearing customer service, it has retained its position amongst the top brands sought-after by customers. Above all, the brand has remained a much focused business entity, last year alone we learnt that they made a whooping profit of 950m Naira after tax, that’s huge and very promising! You surely would love to know more about this exceptional brand.
THE BRAND HISTORY
Kilimanjaro is the thriving restaurant brand under Sundry Foods Limited, an integrated food services company that proffers hospitality solutions through a wide range of products and services involving catering, restaurants and bakeries. Specifically, the primary brands of Sundry Foods Limited are; Kilimanjaro, Nibbles bakery, SFL catering services, Pizza jungle, and KiliSharwarma. Same group also owns and operates MarketSquare, a supermarket chain under the company Sundry Markets Limited.
Sundry Foods Limited was established in 2004 by Ebele Enunwa, a chartered accountant and former Regional Manager of Stanbic IBTC bank Port Harcourt, who resigned to pursue his dream as an entrepreneur and obtained a Masters of Management in Hospitality degree from Cornell University, USA.
Recording exponential successes in acceptance and sales, Kilimanjaro stands out as the fastest growing and most successful brand of SFL. It has over 31 outlets across the country and is the leading food service provider in two major cities in Nigeria – Port Harcourt and Abuja. They offer a wide range of wholesome and tasty local, African and Intercontinental dishes as well as both corporate and home delivery services. This is done under hygienic conditions, in an attractive manner whilst patiently capturing consumers’ needs during service delivery.
Buttressing this, Kilimanjaro deliver tasty meals on time in good quality and quantity and also make payments easy by providing varied payment options for their customers through its cashless POS service. Ping-a-Meal; an online delivery service, provides customers with the opportunity to place their orders at the comfort of their homes and offices and have them delivered promptly. With Kilimanjaro you can never run out of cash because they offer CashBack services. Out of cash? Just go into any of its outlets. All these and many more has contributed in making Kilimanjaro a competitive brand, highly endearing to hearts of consumers. Little wonder some customers would argue that their meals are the best and are fascinated and really do enjoy Kilimanjaro’s Nibbles coconut, strawberry and chocolate ice-cream mix. These can only be gotten from Kilimanjaro.
THE BRAND VISION
“Better Food, Better Service, Better People”
To be the foremost integrated food services company in the country providing the complete food service solutions to a select strata of clientele.
THE BRAND MISSION
To build a world class organization worthy of association and to create exceptional value for their shareholders by:
- providing an intellectually stimulating work environment where employees can achieve job and career satisfaction,
- providing the best products and service possible in an exciting environment giving the customer an unforgettable experience, while
- positively impacting on our environment and the community at large.
THE SERVICES PROVIDED
Quick service restaurant serving both local and continental cuisines, Nibbles ice cream, shawarma, pizza, bread and confectionaries such as doughnuts, cakes, small chops, desserts, pastries; ping-a-meal service, Office and Home delivery services, industrial catering, events catering services.
THE BRAND CULTURE
Kilimanjaro has the culture of ensuring that the food needs of their customers are met by making available wholesome sumptuous and tasty meals on time and every time in good quality, quantity even at the comfort of their homes and offices. They are critical and very careful in employing staff and hire based on the brands core values of providing tasty meals and quality services to people. In their very own words,
“We know that what we offer has a direct relationship with the quality of materials we use as well as the quality of people we use to provide our services. We therefore take extra caution in hand picking our people and materials in order to ensure that we meet and exceed customer expectations on time, every time.”
Written by Rejoice Emmanuel
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One brand that has gained dominance as a personal grooming product in different continents of the world is Gillette. The brand’s stability and clearly defined brand proposition has added to its uniqueness. There are so many lessons to glean from this top brand.
Join us and let’s take a tour into the Gillette world…
HISTORY OF THE BRAND
In 1895, Gillette King, a successful travel sales man got irritated by the fact that his shaving blade frequently became blunt and needed regular sharpening. So, he thought of designing a new type of razor which could be quickly used and replaced regularly. He pictured a shaving stick with a handle, having a disposable double-edged blade that could be used and reused until it was dull. And so, he got to work on his idea, drawing different designs and models of safety razors for six good years afterwards.
Finally, on the 28th of September 1901, Gillette founded the American Safety Razor Company which he later changed to Gillette Safety Razor Company in July of the following year. He obtained his company’s trademark registration and began production in 1903 were he sold 51 razors and 168 blades.
Spurred by successes in sales, Gillette introduced the “new improved” Gillette razor superseding and replacing the old-style razor – the silver Brownie razor in 1921. Further witnessing a series of expansion and growth, 68 years later Gillette developed the Sensor Shaving System which had thinner blades and better features. This caused sales to rise as this brand appealed to consumers and thus the Lady Sensor followed shortly.
With further research, marketing strategy, and expansion, a major innovation was introduced in 1998 to drive sales further up. The MACH 3, so called, had a third blade and its blades were set at an angle that made shaving easier with fewer strokes giving a smoother and comfortable feel.
Surviving, three takeover attempts, the company continued to grow and expand into various brands such as the Bic pen, Duracell batteries, Oral-B and other toiletries. Finally, on October 1st 2005, Gillette and Procter & Gamble merged companies. This ended the existence of Gillette Company as a business entity but culminated in creating the biggest brand in personal grooming and house care products in the world.
THE BRAND VISION
To build total brand value by innovating to deliver consumer value and customer leadership faster, better and more completely than our competition.
THE MISSION STATEMENT
A globally focused consumer products marketer that seeks competitive advantage in quality, value-added personal car and personal use products.
Gillette offers a wide range of products such as 2,3,5- bladed disposable razors, trimmers and blades, shave preps like foams, shave gels, shave lotions, after-shave balms and personal care products which includes deodorants, anti-perspirants, and body washes.
Subsequently, the company witnessed growth in sales and expanded to different parts of the world. In 1917, Gillette had the contract of supplying safety shaving blades to American soldiers during World War I which was funded by the government. Successive years saw the company evolving through a series of leadership profiles with men like John, Giasman, Gerard, Samuel, Stampleman, Spangler Jr., Gilbert and Colman Mockler at the helm of affairs.
The brand could be said to be a male product since it is mostly used by males for different shaving purposes. One culture this brand has retained over the years is their position on grooming more responsible men. Following a recent campaign against the usual “boys will be boys” attitude that encourages the nasty behavior of some male folks, Gillette made its stand clear. They believe and are working towards instilling better manners in the males.
With all these, the brand’s growth can be linked to the quality of its product, its leadership and also strong publicity. This way they have remained in the hearts many consumers all over the world.
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Written by Rejoice Emmanuel
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Logos have always been a vital part of a brand. They gradually become the company’s identity as time goes on. Deciding on an emblem that would represent your company could be quite a daunting job and would sometimes go through several refining process before getting the final piece.
Even after the final craft is done, it continues to undergo reviews from time to time. This has been the case for the oldest drink of all time, Coca-Cola. Tag along as we take a ride through time from how the famous brand got its logo and how well it has represented the brand so far.
For a brand that has journeyed for 130years, Coca-Cola has gone beyond being a mere brand to becoming a legend. Without a doubt it has become one of the most prominent drinks accepted all over the world. Nonetheless this great brand has been through many transformations from the shape of its bottle, to its CEOs and also its logo. For the purpose of this article, we will dwell on the logo transformations.
Though the Coca-Cola brand has been recognised worldwide for its outstanding logo which is simply the combination of two words, “Coca” and “Cola”, it will be interesting to know that the logo has been modified severally. Its famous name was given to it in 8 May 1886 by Frank M. Robinson who happened to be Dr John S Pemberton’s bookkeeper.
Frank M Robinson felt the blend of the two “C”s would be good in terms of advertising the product. Robinson’s idea worked exactly as planned and the logo gradually became easily recognisable by consumers.
The Coca-Cola logo was first scripted by Frank M. Robinson in 1886. It was written in a popular writing style called Spencerian. Since then the logo has undergone series of changes and may continue to transform as the years go by.
The following year being 1887, a slight touch was added to the logo. The words “Trade Mark” were added to the tail of the first ‘C’.
Moving on to 1890, the logo was redesigned with extra swirls added which made it a bit dramatic. This little twist gave the logo a face lift.
The logo further transited in 1914 to gain a new identity. In this new logo the words “Trademark Registered” was written below.
In 1947 a red disc shape version of the logo was used to advertise the brand and afterwards became an outdoor signage. This red disc images were strategically used to decorate business places to boost advertisement.
The next form the logo took in 1958 was a fishy shape. The script was inserted in an Arciform shape which was similar to an arch. The Arciform sign is also known as the Fishtail sign. This design was used as the company’s identity and was used in copy, signage and on vending machines.
The logo took a wavy appearance in 1969. The Coca-Cola script was now underlined with a white wave design also known as Dynamic Ribbon Device.
In 1982 the logo was redesigned to a slab serif font. This happened exactly when Diet coke was introduced to the market. Also in that year slogans such as “Coke is it” was used.
2003 came with a new feel to the Dynamic Ribbon Device as some touch of yellow and some bubbles were added to the logo.
While in 2007 the logo was made simpler and bolder with just a touch of a white ribbon added to it.
To celebrate the brand’s 125years birthday in 2011, the logo was modified with bubbles bursting from the contour bottle. This was used to describe a celebration of the different seasons, past, present and future, the brand has gone through.
In 2013, to promote a campaign called “Share a Coke”, the logo was again adjusted. The Coca-Cola logo was replaced with a typeface was named “You”. This was a marketing strategy to connect with the consumers better.
It was the first time the company’s packaging changed. Gradually it evolved with different names customised on the bottles.
Finally in 2016, with the theme “Taste the Feeling”, a synergy was created for all the products of the brand. This campaign initiated “One Brand” for all Coca-Cola’s flavours from Coca-Cola Classic, Diet Coke, Coke Zero and Coke with Stevia.
The new logo design united all the flavours under the classic Red Disc and also brought about the use of the contour glass bottle. The idea behind the new design was to indicate that no matter how different the flavours may be, they are all under the main Coca-Cola brand.
The regular colours used in most of Coca-Cola’s logo and products are red and white. These two are applied to simplify the designs and appeal to the eyes of customers. There is also a welcoming feel to it.
The red colour is also used to represent the brand’s powerful marketing position. Little wonder why it has remained a giant in its field.
Written by Jennifer Chioma Amadi
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From the stable of Nestle factory came one of the most nutritious chocolate malt beverages in the world, Milo. And it is consumed by virtually every member of society regardless of social status or class. Due to both its popularity and fast preparation with either hot or cold water, Milo can be referred to as your go-to drink.
HISTORY OF THE BRAND
Developed in the year 1930 by Thomas Mayne in Australia but launched in 1934, Milo has since then retained its relevance in the beverage industry. The brand has spread its distribution chain across different continents such as; Asia, Africa and Oceania. Though a foreign brand, Milo has dug its tasty root deep into the Nigerian market and has earned a reputation as one of the best in its category.
Milo is a nutritional supplement enriched with vitamins and minerals. It is made from malted barley, and cocoa, and is high in protein, calcium, and iron amongst others. Overtime, the brand has been seen as a drink for mostly children and athletes.
MISSION OF THE BRAND
Like all Nestle products, Milo runs with the general company’s mission which is to become, ‘the world’s leading nutrition, health and Wellness Company. Their mission of “Good Food, Good Life” is to provide consumers with the best tasting, most nutritious choices in a wide range of food and beverage categories and eating occasions, from morning to night.’
VISION OF THE BRAND
Nestle sees itself becoming “a leading, competitive, Nutrition, Health and Wellness Company delivering improved shareholder value by being a preferred corporate citizen, preferred employer, and preferred supplier selling preferred products.”
Like many world standard brands that have solid values, the Milo brand under Nestle isn’t left out. Here are some of its values;
- Health and Wellness
- Quality Products
- Rural Development
Milo is a youth centered brand, expressed with so much energy and vibrancy. It is a sporty and also a health conscious brand.
- The product has positioned itself as an active brand in sports using strong elements like athletes and sporting personalities on the body of the tin and sachet. This is the reason why most adverts try to promote the importance of sports.
- It is regularly promoted as a drink that enables healthy growth in young people especially children.
- It has become known for its rich green colour which is used for all their advertisement, from TV to billboards.
- The Milo brand is produced in different sizes in order to make the product affordable and purchasable to people of different class.
Though Milo’s dominance in the beverage industry is high, it is however not flawless. Based on our research, we have identified some weaknesses related to the brand. The following are some;
- Its target market is restricted to an extent since it is popularly seen as a drink for children and athletes
- No popular social media presence
DID YOU KNOW?
That Milo has no unique global taste; the recipe varies slightly in order to suit the taste and expectations of a particular region.
The Milo brand has consistently built a solid reputation from its rich delicious taste to its sport awareness campaigns and down to the regular adverts. This keeps them in the minds of most consumers and continues to increase their visibility. With their business approach, we are sure Milo will remain in the market for long.
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Written by Jennifer Chioma Amadi