An interesting image (below) popped up in my LinkedIn feed about the Tony’s logo, posted by the brand’s creative director Arjen Klinkenberg.
In the LinkedIn comments Arjen was asked how the logo would be used on smaller media. A pen for example. He replied, “I would start with asking why would we want to brand a pen, as an impact company that makes chocolate?”
Micky Ogando, founder at Austin-based Bakery, weighed in — “…you’re not wearing ‘the product photo logo’ on your T-shirt in your LinkedIn profile, instead, you’re wearing the real logo, the vector one, the one printed on the package that is found on shelves. Better to keep Tony’s real, steady on the mission, not push for a trendy byline about using the product as the logo, when it clearly isn’t.”
Fair point.
I mean, the logo’s on the chocolate.
But I’m really using Arjen’s post as an excuse to feature a brand making a positive impact, because paying a higher price for cocoa and turning a profit clearly isn’t easy.
More about the chocolate brand on Creative Review: Getting to know Tony’s Chocolonely.
A related read, Brands to avoid: Mars and Cadbury among chocolate firms criticised in ethics report.
Comments
The ‘see how we stand out…’ can be easily achieved not only through a vector logo but also through anything different than a logo. For example, putting a picture of his remarkable face with other brand logos can make his company stand out. As a fellow from North Africa, Europe has major cause on those slavery farms since the colonization of African countries. So, what that company is proud of, basically, they’re just correcting their ancestors’ mistakes. but it’s good to Zag.
This is my Favorite chocolate bar, so creamy and decadent! I bought it one day because I thought it looked interesting and then the first bite I took, SOLD! Went back for another asap! Got one in my fridge right now!
We love Tony’s Chocolonely. It’s ethics, it’s story, it’s quirky branding and the strange way the bar is split up in different size sections. It makes an interesting conversation when you share a bar.
“Oi! My piece was smaller!”
“That’s the point!”
It doesn’t matter that it’s logo is the bar or isn’t the bar. It’s real, human and tells its story in a memorable way.
The brand is a character and acts, looks, tastes and divides up its bars in a way that is always true to its character.
Which makes people love it.
Not keen on those pieces. I get it, and bars would be less distinctive without, but it’s awkward. Taste, story — thumbs up.
Hi David,
It’s been a while!
I agree they are awkward. But our then 10 year old understood the concept of fair trade because of it.
There is nothing sweeter than design helping complex concepts be understood by the future generation.
I’m sure the chocolate helps Thomas learn, too. :) My best to the family, Lee. Hoping you all enjoy your summer.