The world’s oldest unchanged brand has changed its logo for the first time since 1883
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The British company Tate&Lyle, a manufacturer of food and drinks, has decided to change the logo of one of its iconic products – Lyle`s Golden Syrup. The previous packaging and logo design existed for over 140 years and was recognized by Guinness World Records in 2007 as the world’s oldest intact brand. According to the newspaper The Standardthe company has now decided to “refresh the brand’s heritage to appeal to 21st century consumers.”
Until now, the logo of Lyle`s Golden Syrup, sugar syrup, or, as it is also called, light molasses, was depicted a dead lion lying on the ground with bees flying around it. The logo, created in 1883 on the initiative of the very religious owner of the sugar factory Abram Lyle, refers to the biblical story of Samson and the wild lion (Book of Judges of Israel 14: 1-20).
Samson encounters a lion who wants to attack him and kills him. A few days later, passing by the meeting place with the lion, Samson sees that the bees have built a hive in the body of the dead lion and there is already honey in the hive. Samson took the honey, ate it himself, treated the guests at his wedding and asked the guests a riddle about a lion: “Out of the eater came something poisonous, and out of the strong came something sweet.” Abram Lyle took a slightly modified Samson riddle: “Out of the strong came sweetness.” This phrase was placed under the image of a dead lion.
Now the logo of the syrup shows only the stylized head of a living and even seemingly smiling lion, in whose mane a single bee is tangled. The old logo design will remain only on the traditional packaging of this product – cans. All other packaging will bear the new logo. As Lyle’s Golden Syrup brand director James Whiteley said, “Consumers want to see brands that keep up with the times and meet their current needs.”
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