It was the Sherwin Williams “Cover the Earth” logo on a sign in NJ that first set me thinking in this direction: a product’s packaging, included in its logo.
While distinctive package designs are, themselves, trademarked, their inclusion as part of a logo is much rarer than you might think. Not usually done to a recursive, Droste-effect degree. The cover-the-earth logo features a paint can, but it only has an SWP monogram (Sherwin Williams Paint) and does not match their actual packaging, past or present.
Many of these logos are used for promotional purposes, other than packaging. The Crayola Crayons box logo, for example, simulates their packaging, but is not the version of the logo used on the box.
Jack in the Box has a newly pictorialized version of their previous 2D logo. While the box shape alludes to the toy of the same name, it also implies take-out packaging that a meal might come in.
“Hielo Ice,” I first thought might be a specific brand, but it turns out to be a more generic, bilingual logo (since “hielo” is spanish for “ice”). The idea of the letters representing the product and being therefore contained in a rendering of an ice bag, however, is classic.
The logo for Ricky’s beauty shop is a paint tube.
There are various Tabasco logos which incorporate their iconic bottle & diamond shaped label. Compari Soda, Coke and Xango have also used their bottles as logos. Again these logos are not usually used on the packaging but in separate promotions—My Coke rewards, for example.
Often when packaging is used in a pictorial logo, it has little to do with the actual company. Pickle Jar Productions, for example, offers promotional T-shirts, rather than jarred pickles.
Other times, the presence of packaging in a pictorial logo reflects a company’s activities in a more direct, less oblique way. Many packaging (and packaging design) companies have logos of this type: Container Corporation of America’s early logo, for example. (More about Container Corporation, next week…)
Beach Packaging Design