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Follow-up: New Logo and Identity for Tyson Foods by Brand Union

Follow-up

Reviewed Feb. 27, 2017 by Armin

Industry / Corporate Tags /

After being Noted last Wednesday, Brand Union, responsible for the identity, was quick to let us know that some application images were on their way and here they are today. As a quick recap: Established in 1935, Tyson Foods is a food company responsible for major consumer brands like the eponymous Tyson, Hillshire Farm, and Sara Lee, among others, covering pretty much every manufactured food need. The logo was presented last week without any design credit or further explanation and now we have a proper follow-up.

The legacy of this company is one of food, family and a pioneering spirit.

We have always worked hard today while dreaming about what could be. From John Tyson’s decision to move his family to Arkansas and start something—to the company’s game-changing new purpose, Tyson is a family, and a business—of momentum, innovation and progress.

The weathervane is a farmer’s compass, it signals direction. At Tyson Foods, our compass points North, always forward.

Our monogram speaks to both the direction of the company—focused on the future, raising expectations—and its strong family roots.

Brand Union provided text

Logo animation.
Our new color goes all the way back to the introduction of the Tyson’s Pride blue emblem, designed by Donald “Buddy” Wray. We’ve deepened and enriched our blue to signal heritage, quality and integrity. It can be reliably printed and meets modern accessibility standards online.

Brand Union provided text

Follow-up: New Logo and Identity for Tyson Foods by Brand Union
Tyson’s key color.

While the Tyson brand has long been associated with yellow and orange from its shelf presence, the corporate brand establishes a clear distinction by adopting the single blue color as its own. It’s a nice blue, as far as blues go.

Follow-up: New Logo and Identity for Tyson Foods by Brand Union
Logo, before and after.
Follow-up: New Logo and Identity for Tyson Foods by Brand Union
Logo, colors.

We’ve already talked about the logo in the Noted post but it’s still good to have it summarized here and, more importantly, accompanied by the concept behind it. The monogram has received a fairly positive reaction in the polls, with close to 60% voting Great.

Follow-up: New Logo and Identity for Tyson Foods by Brand Union
Tyson Foods’ brands.

It’s great to see the corporate logo in context of the consumer logos as its simplicity allows it to pair well when needed in packaging and also to broadly represent all of them without conflicting with their individual aesthetics.

Follow-up: New Logo and Identity for Tyson Foods by Brand Union
Business cards.
Follow-up: New Logo and Identity for Tyson Foods by Brand Union
Tote.

The straightforward applications are, well… straightforward, but the strength of the logo and the classiness of the wordmark and type selection make for very nice straightforward applications.

Our imagery provides a backdrop to the Tyson brand, showcasing the important moments, ingredients and settings that define who we are and what we do. Without exception it is warm, bold and authentic. More than any other visual element it is a tangible expression of our commitment to raising the world’s expectations for how much good food can do.

Brand Union provided text

Follow-up: New Logo and Identity for Tyson Foods by Brand Union
Imagery.
Follow-up: New Logo and Identity for Tyson Foods by Brand Union
Follow-up: New Logo and Identity for Tyson Foods by Brand Union
Office interiors.
Follow-up: New Logo and Identity for Tyson Foods by Brand Union
Sales report.
Follow-up: New Logo and Identity for Tyson Foods by Brand Union
Truck.

The applications with imagery feel like Martha Stewart Living magazine spreads… which is not a bad thing at all and the darkish backgrounds of the photos help add a layer of corporate-ness. My only philosophical complaint would be that the imagery looks too nice, almost like that of a farm-to-table restaurant and, unfortunately, it’s not something I associate any of Tyson Foods’ brands with. Their ambitions and way of talking about their company is great but I give my kids Tyson’s frozen chicken nuggets every now and then and they don’t look anything like those pictures.

Nonetheless, it’s a lovely identity, well thought out, that has the potential of establishing the desired associations and bridge the realities of what the products of a major mainstream food company are with its mission and vision.

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Logo Before/After
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