Altria Logo

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Altria Logo

Altria is the name of the tobacco company, which was established in 1985 in the USA under the Philip Morris name. Being one of the most famous cigarette manufacturers in the world, Altria also produces wine and e-cigarettes.

Meaning and history

Altria Logo history

Altria Group, Inc. was earlier known as Philip Morris Companies. Its roots can be traced back to 1835 when Philip Morris was born. Today, the Group is known among the largest producers and marketers of tobacco, cigarettes, and related products in the world. The corporation is headquartered in Henrico County, Virginia, US.

The name “Altria” was adopted in 2002, while the logo was introduced within a year. It features a grid of color squares. There are 25 squares colored in various shades of blue, green, orange, beige, brown, and red. Some of the shades are featured in a single square, while others are used for two squares.

According to the company’s press release, the emblem was inspired by the best-known brands it owned, including Kraft Foods and different branches of Philip Morris. The new visual brand identity was developed by Landor Associates. As Landor’s executive creative director Richard Brandt explained, the source of inspiration behind the logo was Altria’s “products displayed on shelves at their headquarters.”

Altria Logo

The previous emblem (the one representing Philip Morris) was based on the heraldic crown and unicorns used as symbols of British tradition and class.

What is the purpose of the logo?

Some experts interrogated by the New York Times in 2003 criticized the Altria logo for being too vague (Ric Grefé, executive director of the American Institute of Graphic Arts, and Randall Rothenberg, director of intellectual capital at Booz Allen Hamilton). In their view, the logo did not represent anything more than the diversity of Altria’s products and the seamless relationship between them.

On the other hand, Michael Bierut from Pentagram said the vagueness of the design was appropriate. He noted that a “purely abstract mark” was a good fit for a company “with an intentionally vague mission.”