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Follow-up: New Logo and Identity for Mars by Jones Knowles Ritchie

Follow-up

Noted Mar. 25, 2019 by Armin

Industry / Corporate Tags /

About

(Est. 1911) “Mars is a family-owned business with more than a century of history making diverse products and offering services for people and the pets people love. With more than $35 billion in sales, the company is a global business that produces some of the world’s best-loved brands: M&M’s®, SNICKERS®, TWIX®, MILKY WAY®, DOVE®, PEDIGREE®, ROYAL CANIN®, WHISKAS®, EXTRA®, ORBIT®, 5™, SKITTLES®, UNCLE BEN’S®, and COCOAVIA®. Mars Associates proudly take care of half of the world’s pets through our nutrition, health and services businesses such as Banfield Pet Hospitals™, BluePearl®, Linnaeus, AniCura, VCA™ and Pet Partners™. Headquartered in McLean, VA, Mars operates in more than 80 countries. The Mars Five Principles - Quality, Responsibility, Mutuality, Efficiency and Freedom - inspire our more than 115,000 Associates to take action every day to help create a world tomorrow in which the planet, its people and pets can thrive.”

Design by

Jones Knowles Ritchie

Related links

First Brand New Noted post

Images (opinion after)
Follow-up: New Logo and Identity for Mars by Jones Knowles Ritchie
Logo, before and after.
Logo animation.
Company statement.
Monogram 3D animation.
Monogram-arrow-pattern animation.
Follow-up: New Logo and Identity for Mars by Jones Knowles Ritchie
Monogram with patterns.
Follow-up: New Logo and Identity for Mars by Jones Knowles Ritchie
Follow-up: New Logo and Identity for Mars by Jones Knowles Ritchie
Customized Centra.
Follow-up: New Logo and Identity for Mars by Jones Knowles Ritchie
Lanyards.
Follow-up: New Logo and Identity for Mars by Jones Knowles Ritchie
Various applications.
Follow-up: New Logo and Identity for Mars by Jones Knowles Ritchie
Tote bags.
Opinion

After Friday’s post I received some additional images/videos from JKR that provided more insight into the intention of the design and that I thought would benefit from a follow-up instead of just adding them to the original post. My impression of the wordmark remains the same — wonky but better than before. The monogram gets a little more meaning when seen as an arrow and I’m guessing it’s meant to metaphorically complement the “tomorrow” part in Mars’ statement but as I noted in the original post this is nowhere evident when visiting Mars’ website or social media and since it seems to be somewhat crucial, perhaps it should be much more evident and prevalent. The textures in the split monogram could be interesting if the textures were more meaningful and less random, perhaps if they were taken from visual cues of their brands, which could be fairly cool. The one image with all the applications does hint at a more colorful energetic identity than what I imagined and the splashes of yellow add up to a nice color palette. So, overall, it’s fine and a little more robust than I initially thought but still feels like it’s one round short of reaching its potential.

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