Planters Logo PNG
Planters is a snack brand based on large peanuts from Chile, roasted in 100% sunflower oil, using a unique roasting technique and spices. It contains unique amino acids, vitamins A, E, PP, B1, B2, D, biotin, vegetable fats, and other micro-elements.
Meaning and history
Peanuts are a valuable oilseed crop. In flavor it quite rivals the hazelnut, not without reason it is also called walnut. In addition to oil, its fruits contain a lot of protein. Scientists believe that peanuts originated in the arid, semi-desert regions of South America, where locals still make dishes from seeds that are not known anywhere else in the world. It is from South America, and more specifically from Chile, that peanuts are supplied to the famous Planters brand.
Planters offer a wide range of delicious nut-based snacks. Planters have been in business since 1906 and have built their reputation on quality, variety, and, of course, flavor. Quality and health benefits are the company’s core principles and values.
Sometimes the brand revives the products, which have been popular in the 1980a and the 1990s, such as, for example, the Cheese Balls. And in 2018, the Planters brand partnered with craft brewery Noon Whistle Brewery to create a unique beer – flavored with peanuts. Although it was only available in Illinois for a few months.
What is Planters?
Planters is the name of the world’s No. 1 peanut and nut snack brand, which is owned by the food giant Kraft Heinz. The brand was created in the U.S. in 1906 by Italian immigrants Amedeo Obici and Mario Peruzzi.
In terms of visual identity, Planters can brag to have one of the most iconic logos in the food industry. The brand logo was designed by schoolboy Antonio Gentile, who took part in a design competition in 1916. The original image of Mr. Peanut was modified by a commercial artist and continues to change throughout the years of the brand’s existence.
1916 – 1919
The very first Planters logo, introduced in 1916, featured a stable and quite traditional composition, based on the lettering in different styles: the enlarged uppercase contoured “Pennant” was placed under the solid black “Planter’s” in the title case, with the serif font featuring classy shapes of the characters. The additional lettering on the banner was all set in a contoured style.
1919 – 1924
The redesign of 1919 has added some designer elements to the Planters logo. Now the main inscription was written in a delicate cursive, with the elongated tails of the first and last characters making up a smooth horizontally-extended peanut-shaped frame, in which the enlarged “Peanuts” in the uppercase of an extra-heavy serif font was enclosed.
1924 – 1927
In 1924 the logo was simplified to just lettering again. This time the “Planters” lettering in a handwritten cursive typeface became the largest element of the badge. It was written in bold black lines above the two-leveled additional wordmark in the uppercase of a traditional sans-serif font.
1927 – 1943
Another version of the Planters logo was introduced in 1927 and featured a bold two-leveled lettering in the uppercase of a modern serif font with the playfully flared tails of the bars with small serifs on them. The first characters of all three words in the composition were enlarged, and this was the only designer “trick”.
1943 – 1988
The redesign of 1943 has created a bright and laconic logo for the brand, with just the bold uppercase “Planters” inscription written in a geometric sans-serif in a light shade of yellow against a solid blue background. This logo stayed with the brand for more than 40 years, which makes it the most long-lasting insignia in the Planters’ history.
1988 – 1997
In 1988 the logo was modified, bringing in brighter colors and additional elements. The yellow of the wordmark was lightened up and intensified, while the blue of the background got deeper. The banner was now enclosed into a thin white frame in the shape of a rounded rectangle; and set on a packaging with a lighter shade of blue.
1997 – 2005
The Planters logo from 1997 was the first one to have the Mr. Peanut image in it. The mascot of the brand was drawn in a bright shade of yellow, wearing a white monocle and a black top hat. The elegant creature was drawn on a solid red square in the left part of a diagonally/oriented rectangular banner. The name of the brand was written in yellow capitals on the bright blue part of a badge, outlined in yellow.
2005 – 2006
The redesign of 2005 has introduced a calmer and more elegant Planters logo, composed of bold yellow lettering in a modern sans-serif typeface, set against a light blue background and accompanied by two yellow slightly arched lines on top and at the bottom.
2007 – 2017
In 2007 the image of Mister Peanut was brought back to the official logo of the brand. It was modernized and enlarged and was now placed on the left part of an arched gradient-blue banner with the voluminous yellow wordmark written on it and decorated by two thin yellow lines. The “P” was enlarged again.
2015 – 2020
Another redesign was held by the Planters brand in 2015. The only element here was the three-dimensional geometric inscription, arched against a translated background, with the light yellow-bodied and thin blue shadows of the characters. The geometry of the composition was enhanced by the voluminous frames of the letters.
2020 – Today
In 2020 the company introduced a new logo, designed by the Jones Knowles Ritchie bureau. They reworked the idea of the previous badge, extending the characters and intensifying the blue and yellow shades. The wordmark started looking more confident and professional.
Font and color
The bold uppercase lettering from the primary Planters logo is set in a custom geometric sans-serif typeface with the distinctive contours of the characters and straight cuts of the bars. The closest commercial fonts to the one, used in this insignia, are, probably, The Voyage Culture or Deutsche Poster Steinschrift, but with visible modifications.
As for the color palette of the Planters’ visual identity, it is based on a combination of yellow and blue, the colors of energy, stability, and quality, with a touch of happiness and a good mood.
