When it comes to snack brandings there is a huge ad revenue in the advertisement industry such as Doritos. In my research of a logo, I chose Tostitos as my research. Tostitos is a tortilla chips’ brand that also sells dipping sauce. This is a brand from Frito-Lay which is in the organization of Pepsico, which Doritos is part of. “In 1965, Donald Kendall, the CEO of Pepsi-Cola, and Herman Lay, the CEO of Frito-Lay, recognized what they called “a marriage made in heaven,” a single company delivering perfectly-salty snacks served alongside the best cola on earth. Their vision led to what quickly became one of the world’s leading food and beverage companies: PepsiCo.” To me, the operation of these food and beverage industries focuses on the appeal of nostalgia. By default, humans would associate things into categories, using these tactics the industries would create logos and their branding in similar terms to their products.
source image – https://1000logos.net/tostitos-logo/
Like most branding, logos of the product often change over time. In this case of Tostitos, the logo has been redesigned four times. The first glance of the 1979 logo is very simple with the use of a modern style typeface. While the 1985 has a slightly different typeface, the unique “S” makes it more appealing. While 2003 is where the biggest shift comes. The two “T’s” in the middle have a symbolic meaning. This alternation of the 2003’s logo concept is kept in use, even today with the sharing aspect, making it symbolic when their logo is shown. The “I” shows a stand with dipping sauce plus a tortilla chip, and the two letters represent two people sharing. The orange and yellow are analogous colors in the background. In my opinion, the analogous color of the orange and yellow makes it appealing and warm to the consumers to purchase. Lastly, there is the 2012 to the present day design, where they removed the background and outlined their logo with white. The idea behind the present logo is that the transparent background fits better into their branding, compared to the 2003 one with the orange background.
Source Image – https://vegfaqs.com/are-tostitos-vegan/
When it comes to poster and tv ads, snack commercials normally follow a light color palette to the surroundings, such as walls and clothes. Using the lighter palette lightens the mood for the viewer, allowing the warmer color of the product to be a focal point. The food packaging and the food is brighter and in the focus frame. From the ad of 2019 , the video also includes a comedy aspect, like many food advertisements do nowadays. Throughout the video, the bag with the packaging has the logo of Tostitos throughout the whole ad, even as the actor was walking around. The angle and cleaness of the logo is bold and clear in sight for the frame.
Source Image – https://goodbysilverstein.com/work/clients/tostitos/get-together-already-2
From the content of “Husky Evolution,” the aspect of rebranding the logo is important. People want their logo to represent something that relates to their products or team. In this case of Tostitos, it is the purpose of sharing the uniqueness of dipping sauces with the chips.
Logos have either a realist or a cartoon style to them. In Tostitos’ case it is more cartoon-like, which is unlike Guinness’ logo, which is a more realistic logo. In my opinion, the purpose of the Tostitos is to target both adults and children, while Guinness targets adults, since this is a beer company.
source image –https://www.underconsideration.com/brandnew/archives/new_logo_for_guinness_by_design_bridge.php
Works Cited
“About the Company.” PepsiCo, Inc. Official Website, www.pepsico.com/about/about-the-company.
“Husky Evolution.” UConn Today, 28 June 2013, today.uconn.edu/2013/05/husky-evolution/.
