What is your favourite example of an animal in branding?

Design Week asked this question of some of the world’s leading branding experts; and the results? Sometimes there’s more to brands than meets the eye…

Mike Rigby, creative director, Interbrand Australia

“I think one of the smartest uses of an animal would have to be the bear hidden in the Matterhorn Mountain of the Toblerone logo. However, nostalgia dictates that my outright favourite is Tony the Tiger. Back in the ’80s he was always up to something interesting – be it protecting his secret formula, annoying cowboys, or kicking the arse of some schoolyard bullies. His “THEEEY’RE GREEEEAT” catchphrase shall be forever etched into my childhood memory.”

Samantha Farrow, director, Farrow Creative

“As a child, I remember being a big fan of Peppy the Polar Bear, who was always depicted standing proudly on an iceberg (actually a Glacier Mint). Somehow, it never struck me as odd that a bear should be the symbol of a company called Fox’s. We live and learn. And in a world where meerkats sell insurance, and puppies and koalas are the face (if that’s the right word) of toilet-paper brands, Peppy’s clean, simple lines still shine out.”

Michael Smith, director, Cog Design

“Imagine this alcohol-fueled scene in an early ‘60s ad agency….
“We’re pitching to ICI, they want to flog pro-paint to Joe Public.”
“We need a symbol that everyone will associate with high-end decorating. Let’s think about opposites: what’s the worst association we can make with paint?”
“Hair, dust and dirt.”
“What’s the dirtiest, hairiest thing anyone might have in their home?”
“An Old English Sheepdog?”
“Perfect.” Who’d have thought that bizarre association would have kept Dulux as brand leaders a half-century later?”

Would it be fair to say that you immediately knew the brand represented in the image at the top of this page, despite the fact that there is no visible logo or branding? Food for thought…

What’s your favourite example of an animal in brand design? Comment below!

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