Giving the ribbon a brush off
New logo for Continental
Continental is an Australian brand of meal solutions, including dried pasta and sauces, dehydrated soups, stocks, recipe bases and roasting kits. For over 50 years, Continental brand products have offered consumers practical and clever solutions in preparing great tasting meals, and the range is developed by Continental’s own chefs from kitchens in Sydney. Continental is a subsidiary of Unilever and is the regional name for Knorr, Unilever’s biggest-selling international brand.
The old logo had a red ribbon device, whose colour and arched shape was easily recognisable on a range of packaging. My gripe with the ribbon was the way it curved back behind itself – it made for an awkward shape. I felt like it should have wrapped around some other element, and on packaging it looked a bit odd just floating there. The text was fine – its rounded features added some warmth to the design – but the special treatment of the tittle of the i made it seem, ironically, inconsequential. It looked out of place, especially as the rest of the letterforms had drop shadows.
The new logo retains the equity of the old by keeping an arching red shape, but instead of a ribbon, it’s now a brushstroke. The nuances of this, such as the rough edges and the slight variations in the brightness of the red, make the logo instantly more interesting by giving it a bit more dimension and character. This natural look is carried through in the text, which has a decidedly handwritten appearance with its imperfect curves and more pronounced finials. And, of course, the tittle of the i has been replaced by an arrangement of leaves, which I assume represents herbs and hints at the natural ingredients in the products.
The packaging has also gotten a refresh, with a rustic style that utilises textures and further handwritten typefaces to support the look established by the logo. Overall, a lovely update.