LOGO UNRAVEL: NESTLE’S NEST OF NOURISHMENT
Symbols have long been a great way for brands to communicate their values and generally express what they do. Some brands have become widely known for their distinctive logos. For Nestle, the peculiar nest and birds’ symbol has formed its identity.
The Nestle logo is one of the few logos that never cease to make a statement about their brand to everyone who encounters it. It is regarded as a ground-breaking logo that has set the pace for other brands since its creation.
Let’s delve into its history to see the logo transformation.
LOGO HISTORY AND EVOLUTION
The premier logo that was used in 1868 was simply the Nestlé’s family coat of arms. The symbol was a bird on a nest, placed inside a shield shape. Based on the type of brand Nestle wanted to build, this logo was not suitable for it. The emblem did not communicate the company’s vision in any way and that led to the need for a better logo.
In 1875, Nestlé’s founder, Henri Nestlé drew inspiration from his family’s coat of arms to create a fresh logo for the brand. This new logo featured three birds in a nest, being fed by their mother. The symbol was a visual connection between the family name, Nestlé, which is interpreted as nest in German and the company’s infant cereal products for nourishment. With this move, Nestlé was rebranded to symbolise a safe nest for nourishment.
1938 came with a new swing of change; Nestle combined the lettering and logo to create a new identity for the brand. This unique mark unified all Nestlé products.
The company’s trademark was modified in 1966 during the celebration of the company’s 100th anniversary.
In 1988 one of the young birds, as well as the worm in their mother’s beak were removed giving the brand a new identity, This was to communicate that the subsidiaries were given homogenized names in combination with “Nestle” which then became a strategic umbrella trademark.
In 1995, the logo was simplified again and the four categories of products, milk product, ice cream, confectionery and baby milk were all given specific Nestle lettering.
The company made some modifications in the logotype in 2015. The logo was made bolder with other slight changes to the sketch. According to the company, the new Nestle symbol was designed to appear better on digital devices like smartphones.
LOGO FONT
Nestlé’s wordmark is written with sans-serif type with much emphasis on the letter “N”.
LOGO COLOUR
Initially brown-and-white were the only colours used to design the original logo but over time, colour schemes like grey-and-white or black-and-white are now being used.
In years to come, consumers all over the world will always remember Nestlé’s emblem with a sense of familiarity and fondness knowing its products never failed to meet their expectation thereby reflecting its brand value, “Good Food, Good Life”. This is the real definition of logo impact.
Written by Jennifer Chioma Amadi
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BRAND REVIEW: NESTLE MILO
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.”
BRAND VALUES
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
- Nutrition
- Innovation
BRAND CULTURE
Milo is a youth centered brand, expressed with so much energy and vibrancy. It is a sporty and also a health conscious brand.
MARKETING STRATEGY
- 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.
WEAKNESSES
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.
BRAND INSIGHT
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