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New Logo for Dixie by Landor



Noted Feb. 21, 2017 by Armin

Industry / Consumer products Tags /


(Est. 1907) “From cups to plates, Dixie® has been helping make mom’s day a little easier for over 90 years. Conveniently germfree. Born of necessity, Dixie® products began with a simple idea: prevent the spread of germs. At the time, people commonly used a community cup or dipper to drink water from public water barrels. Hence Hugh Moore and Lawrence Luellen constructed a simple yet revolutionary idea, the disposable cup, initially named the Health Kup. This new cup was truly a design for the ages. Lightening mom’s load. During the baby boom following the second World War, moms looked for modern conveniences to help them get through their busy days. Around this time, Dixie® introduced cup dispensers for the kitchen, paper plates and paper serving platters.”

Design by

Landor (Cincinnati, OH, office)

Related links

Dixie about page

Images (opinion after)
Logo history.
New Logo for Dixie by Landor
New Logo for Dixie by Landor
Saul Bass version, 1969.
New Logo for Dixie by Landor
New Logo for Dixie by Landor
Funny-ish spot and idea.

The old logo had suffered the passage of time in the most unfortunate of ways, going from a rock-solid Saul Bass design to a tutti-frutti swirl of gradients, shadows, and highlights with the added non-bonus of being set an angle. The new logo does the best it can to bring it back to its heyday, getting rid of all extraneous decorations while simplifying the typography and the ×-flower. It's a decent evolution that is perhaps the best compromise available between Saul Bass' version and the last iteration. The logo looks a lot less like it's made for a kids' birthday party or something that belongs in the cleaning supplies aisle. I wish I could say the same for the packaging — I am guessing not done by Landor — which is still a medley of gaudy cheerful graphics. Overall, a solid logo evolution and while I know this isn't packaging that's supposed to be high-end, it could go up one tier in classiness.

Thanks to Robert W. Williams for the tip.

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