2 more examples of logos with multicolor letters. A familiar way of signaling that a product is for children—either to parents or to the kids, themselves—these two logos also seem typographically related.
The Pedia-Lax logo was designed by Little Big Brands.
I don’t know who designed Kraft’s “fudgies” logo. (Foote, Cone & Belding was Kraft’s ad agency in 1960. Maybe they designed it.)
Interesting that the logo’s coloration on the chocolate and vanilla packaging differs, although I can see why that might be necessary.
Fudgies was also cited in the 1966 hearings for the Fair Packaging and Labeling Act. (More about that, after the fold…)
In 1966 hearings Kraft was among manufacturers criticized for deceptively reducing package sizes:
…Or take the case of Kraft Fudgies. In 1960 or thereabouts the contents of this bag of candy dropped from 15 to 12 ounces. The price stayed the same, 29 cents. By 1961 the weight of Fudgies had dropped again, this time to 10 ounces. The price stayed at 29 cents. Thus purchasers of that product were subjected to a 50-percent price increase in a matter of months. But there may be more to this story. Was Fudgies always a hungry (15 ounces), not an honest (10 ounces), pound? Had Kraft merchandisers, when they launched this brand, counted from the start on their customers, a good many of whom are probably children, not knowing about how many ounces are in a pound? Or was that 15-ounce package a first step down? Only Kraft could tell us what has taken place over what period of time in the price per unit of weight of their candy.
Fair Packaging and Labeling: Hearings
Eighty-ninth Congress, Second Session, on H. R. 15440