Cadbury spends more than £1million on a new logo – but can you spot the difference from the old one?
- Cadbury’ designers said the revamped logo ‘puts the humanity back’ in brand
- But critics have panned the expensive edit as a very slight change to the old one
- The new logo will appear in Australia next month, and in the UK in 2021
Cadbury has spent more than £1million on a new logo that looks just like the old one.
The much-loved British chocolate maker has ditched some of the words thickness and slightly re-moulded their tilt.
Its designer said this ‘puts the humanity back’ into the signature, which has gone unchanged for 50 years. But critics say this is simply a fudge.
Cadbury logo will change for the first time in 50 years from next month, but the revamped logo will not reach the UK until 2021
New logo has been panned by critics for looking very similar to the old one despite the price
Cadbury is also planning to shift the glass and a half full logo to show milk being poured into a chocolate chunk, rather than an i.
PR expert Mark Borkowski told The Sun the re-brand, by agency Bulletproof, could easily have cost £1million.
But, he said, the national favourite was right to keep the changes subtle to avoid alienating customers.
Cadbury is rolling out the new logo in Australia from next month, but it won’t reach the UK until 2021.
Cadbury’s eggs pictured in Tesco’s in the reduced to clear section of the supermarket
The chocolate giant said the change, to be plastered on bars of Dairy Milk along with other favourites, will make them ‘look and feel more natural, authentic and high quality’.
‘The revitalisation of the Cadbury wordmark drew inspiration from the hand of founder John Cadbury himself to create a beatifully crafted signature with a more contemporary feel,’ they said.
Cadbury has used the signature of director William Cadbury since 1921, but did not stamp it on chocolate bars until 1960.
John Cadbury founded the chocolate company in Birmingham in 1824.