For day 3 of our Robert-Sidney-Dickens–Week, we bring you 2 package logos that he designed, both with downward-pointing arrows. In each case, he used the arrow to highlight a tagline or product feature below. And in each case, someone later decided to simplify the trademark and remove the arrow.
The Milnot brand was new to us, but I’ve found newspaper ads dating back to 1957 showing the Milnot milk can with the arrow bisecting the brand name. So I figure Dickens must have designed this version of the logo around 1957.
The TaB logo, we know Dickens designed in 1963.
Downward-pointing arrows: pointless on packaging?
Plenty of designers have used arrows to direct visual attention. But Dickens made the unusual choice of using downward-pointing arrows. Twice. Some might argue that this a negative direction — a “downer” for the brand. But (to those people) I would just point out to the positive virtues of a brand being “down to earth.”
Meanwhile, what are the messages that these downward-pointing arrows actually point to?
Milnot started out by highlighting the product’s use: “use as cream or milk.” TaB, on the other hand, made Coca-Cola’s brand equity a selling point: “FROM THE SAME COMPANY THAT BOTTLES COCA-COLA.”
We point out a few other things about each brand, after the fold… [Read more…]