Activity2 Part2 - Australian Colours

   

Activity2 Part1 - Abstracted Australian Symbol

Well this part of the Activity Involved abstracting a vectorized version of an Australian Icon into an appropriate symbol based on research and notes so far... May have gone a little overboard.. somehow ended up with a koala-ish face. go figure.

Australian food and beverage company Research. Arnotts.

So as you can see this is the most updated version of the Arnotts logo.
Originally Arnotts was a small bakery in Newcastle, established in 1865, and now has thousands of employees and supplies biscuits to over 40 countries around the world. 

One of the first things I think most people would notice about this logo is the use of the Australian iconic bird - the Rosella.  Not always featured in the logo, the Rosella definitely added a touch of Australian icon-ism.  It is an image that can no longer be separated from this logo, and has become the face of the company.  Another important element of the Design of this updated logo is the shape.  I think this curved, fluid shape adds a sense of movement to the logo.  I think this adds a nice energy to the logo and almost makes it feel like its going somewhere - not static.

Another important part of this logo is colour.  Red, white, and goldish/wheat colours are predominant in this design.  For me the colours represent the following;
Red - life, energy, strength
White - cleanliness, freshness, and purity or integrity
Goldish/wheat - biscuits, wheat based foods

Finally, type.  Arnotts have chosen to use a strong, bold serif font. I think this could be related to the strength and dependability that they wish to project.  The type is now the oldest part of the logo.