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SPC Ardmona unveil new logo

SPC Ardmona has unveiled a new logo which it says reflects the changes the business is undergoing “to transform from a cannery to a modern, dynamic and innovative snack food company”.

The logo, designed by Leo Burnett in collaboration with SPC’s marketing team, will be rolled out across all of SPC’s brands like Goulburn Valley, IXL, Taylors, Ardmona and Henry Jones, making it easier for consumers to identify these great brands as part of the SPC family.

SPC Marketing and Innovation Director Bronwyn Powell said the decision to refresh the brand was initiated by the overwhelming support SPC has received from everyday Australians.

“Australian shoppers have really gotten behind SPC but many consumers are unaware we have so many other great brands that are all part of the SPC family. By featuring the new logo across all our products, we hope all our brands will benefit from the recognition and unprecedented support generated for the core SPC brand.

“Consumers will now be able to easily identify all brands in the SPC family and know they’re purchasing the highest quality, home grown, clean, green products” said Ms Powell.

According to Ms Powell, the new look brand represents SPC’s commitment to freshness and innovation.

“Our existing logo has been around in varying forms for 96 years so it was time to evolve the brand to reflect the company’s transition to a modern food company.

“A warmer, lower case font has replaced the old, rigid upper case letters to create a more contemporary feel and the addition of the leaf motif represents growth and SPC’s positive new direction,” she said.

Leo Burnett Melbourne CEO Melinda Geertz said: “We’re excited to have been working with SPC over the last six months at such an important time in their history. We feel the new branding reflects the modern relevance and future focus of one of Australia’s best loved and most important companies.”

SPC’s new branding will start to appear on products from late this month and feature on the company’s revamped website relaunching on August 1.


Publication date: 7/1/2014


 


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