Tuesday, September 6, 2011

New logo: Birds Eye/Iglo


The European food company Birds Eye Iglo Group (BEIG) has been introducing a new look for its frozen food brands, Birds Eye in the UK and Ireland, Iglo in Germany and Austria and Findus in Italy.

Previous Birds Eye logo.
Previous Iglo logo.
Previous Findus logo.

The previous common look for Iglo, Birds Eye and Findus Italy was introduced in 2004, when the brands were still owned by Unilever. The red-orange shape replaced three different classic logos with lots of equity, Iglo's fork, Birds Eye's bird and Findus' "flag". It was created by Carter Wong Tomlin, who also created the succesful "heartmarque" for Unilever's ice cream companies.

Unilever sold Birds Eye and Iglo in 2006. After that, Birds Eye got a separate design in 2007, created by Jones Knowles Ritchie, who made the logo transparent. Unilever sold Findus Italy to BEIG in 2010, bringing the three brands under one roof again.

New Findus Italy logo.
The new visual identity is once again common for all three regional brands. The logo has been slimmed down and refined and is usually featured as part of a graphic at the top-left of the packaging.

There doesn't seem to have been any official announcement of the new look, but it has been used at least since March this year, possibly earlier. It is now used to various extent in all markets, although the websites for Birds Eye and Iglo still feature the old logo.

Some examples of the new packaging below (from the websites of the respective brands):


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Iglo Fischnuggets

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Iglo Broccoli-Röschen.

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Birds Eye King Prawns.

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Birds Eye Hot & Spicy Chicken.

For comparison, here are a few examples of the previous designs.


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Iglo Fischstäbchen.

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Iglo Würz-Spinat.

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Iglo Chicken Nuggets.

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Birds Eye Fish Fingers.

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Birds Eye Macaroni Cheese.

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Findus Piselli Novelli.

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Findus Filetti de Merluzzo.

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