Clif Bar is a good company from the United States, which was established at the beginning of the 1990s with the idea of producing organic bars and drinks. Today the brand is one of the most popular in its segment and distributed its products on all the continents.
Clif Bar & Company is an American manufacturer of organic food and beverages, bought in 2022 by international giant Mondelez. However, the company’s history began much earlier, when in 1990 Gary Erickson made the first energy bar in his kitchen and named it after his father, Clifford.
Baker and former mountain guide, Erickson, came up with the idea for his product during a long bike ride in which he covered 175 miles in one day, fueling himself along the way with a variety of energy bars he had prepared in advance.
Gary thought it would be cool to have a small bar on hand that contained ample “fuel” and healthy ingredients. For two years, he tried all kinds of recipes until finally, in 1990, he had the perfect result. In the first year, sales of the bars with 3 flavors exceeded $700 thousand, and by 1997 the company’s turnover was $20 million a year.
Later, in addition to CLIF Bar, the company began to produce various energy bars and snacks, produced mainly from organic ingredients. Expanding the market, the company began to produce sports drinks and other healthy products. Clif Bar’s policy is to reduce its environmental impact by constantly improving its production and participating in charity campaigns.
The visual identity of the organic foods company from the USA is ornate and rec-ognizable. It is composed of a very detailed image with a bold and bright inscription part on its right.
The image depicts a man climbing a rock or a cliff. The color palette of the graphical part consists of several shades of brown for the rock, and red with black for the man’s uniform.
The vertical red rectangle framed in black contains a bold white “Clif” lettering in all capitals. In the bottom part of the rectangle, there is a small white triangle pointing down.
Another wordmark, “Clif Bar & Company” in red capitals, is placed above the emblem and executed in a stylish and sharp sans-serif typeface with thick letter lines and distinct cuts.
The Clif Bar logo is a representation of man’s power and a healthy way of life. It also shows the brand as a strong and professional one, evoking a sense of expertise and high quality.