Skittles Logo PNG
Originally, Skittles were produced by a company in England. Today, the product is manufactured and marketed by the Wrigley Company, which, in its turn, is a division of Mars, Inc.
Meaning and history
The earliest Skittles logo, which was introduced the same year the product was launched, was almost as eye-catching and colorful as the current one. However, it lacked the meaningfulness the logo has now.
1974 – 1982
The initial Skittles logo was composed of a light gray logotype with a bright yellow solid dot above the letter “I”. It was a simple and not memorable logo, which stayed with the brand for eight years. The color palette was pretty pale and boring, but the lines were stable and clean, which made the whole logo look confident and balanced.
1982 – 2003
With the redesign of 1982, a huge color palette was added to the Skittles visual identity. Now the white outlines in the red logotype were placed on a rainbow background and accompanied by lots of colorful details and additional lettering in the same style. The inscription was executed in a bold geometric sans-serif typeface and placed slightly diagonally, in the upright direction. The rainbow in the background was a representation of the skittles candies’ variety of tastes.
2003 – 2007
The contours of the Skittles logo were cleaned and refined in 2003. All the extra details were removed from the background, and now only the wordmark, the rainbow, and the “Bite Size Candies” tagline, handwritten in scarlet-red under the main inscription, remained on the logo. Red has obviously become the main color of the Skittles visual identity, even though all the original rainbow palettes remained, slightly blurred and with gradients.
2007 – Today
The background was switched to solid red in 2007. The images of Skittles candies were added to the new logo, in different colors, and under different angles. The Skittles logotype was softened and some light gradients were added to the bodies of the letters in order to make the whole badge more vivid and friendly. As for the rainbow, it is still there, but now it’s arching under the wordmark, making up and underline, and looking like a liquid juicy wave, with all the candies spread all over it.
The 1982 emblem
In 1982, the “taste the rainbow” slogan was developed for Skittles. A completely new logo was created, featuring a bold 3D typeface and a rainbow on the background.
The “rainbow” theme and most of its executions were created in the New York office of the advertising agency D’Arcy Masius Benton & Bowles. The slogan and logo were so successful that Skittles remained one of the agency’s clients for the following two decades.
However, when D’Arcy Masius Benton & Bowles was bought by Publicis and ceased to exist, Skittles had to look for another firm. About a year was spent with BBDO Worldwide in New York, part of the Omnicom Group. At last, Skittles commissioned TBWA/Chiat/Day in New York to create a completely new advertising campaign estimated at about $20 million.
The 2003 symbols
Actually, there are two logotypes. The first one makes the “Skittles” lettering even more dimensional and places it inside a red triangle with a white border. In the second version, the rainbow is placed upside down, while the dot above the “i” looks like a red Skittles sweet with the letter “S”.
Font
The typeface featured on the Skittles logo resembles the Helvetica Black font, yet it is definitely a heavily customized version.
Color
The rainbow theme has been present in all the variations of the logo launched since 1982, yet there are two colors that dominate the logotype: red and white.