A striking and compelling logo that includes distinctive assets such as images, colour and typeface is essential in building a brand.
Mondelēz, the American confectionery company that owns Toblerone, would do well to remember that as it prepares to redesign the Swiss chocolate brand’s iconic Matterhorn emblem later this year.
Since 1970, Toblerone has featured the silhouette of the 14,690ft-high Alpine mountain – which also inspires the distinctive triangular shape of the chocolate itself – on its packaging. And in 1990, the British artist Andrew Davidson cleverly incorporated a smaller silhouette of a bear (the mascot of Switzerland’s capital city, Bern) into it.