Over the course of the 60-year brand history of CHERRY, its famous logo with its distinctive cherry has evolved into an unmistakable, individual trademark. While the appearance of the CHERRY logo remained consistent for many years, from 2005 onwards it has been gently refined, maturing from slightly playful to simple-but-elegant in the wake of the latest change in 2012. Today’s CHERRY logo is an altogether sleeker affair, serving to communicate the classic CHERRY brand values even more effectively than before.
As part of our 60-year anniversary, September is all about the development of the CHERRY brand logo with its two-cherry design. But it wasn’t always just made up of these two cherries – which brings us to the topic of the history of our famous logo.
First, however, some essentials on the logo’s design. While we are all aware of the logos in our midst – the symbols of the many branded products which are familiar to us – just a few people know the ideas behind them. The great art of designing and developing a logo lies in discarding all that is superfluous, while concentrating on that which is fundamental. This gives rise to an unmistakable, individual trademark which, with one quick glance, evokes our association with the brand. Ever since CHERRY came into being, the CHERRY logo has stood for the name of its founder in both word and image.
A good logo must not, however, be set in stone for all eternity: it can adapt, from time to time, to the trends and ideas of the ever-changing present. As such, Shell’s world-famous logo has, over time, become more resolute and more distinct; clearer and thus more contemporary in its design. Most easily recognisable logos are the subject of a careful approach to development. But the significance of a logo truly comes to the fore when it suddenly appears in a completely new form, as was recently illustrated by that of Lucky Strike.
However, let us return to the CHERRY logo which, while having remained consistent for so many years, has experiencing some gentle refinement since 2005. Where once its lettering and stylised cherries were ever so slightly playful, eight years ago the logo reappeared in a simple-but-elegant while nevertheless emphatic form. In 2008 the colour of the cherry leaf changed from a natural green to a sober grey. The most recent development was presented in 2012. Today’s CHERRY logo is now more stripped-down, more distinct and more memorable. The font and colour have been altered, while the proportions have remained much the same. Furthermore, the lettering is now especially clear and uncomplicated. To the right of the logo there are only two cherries instead of the once customary three. The lettering and image are now captured in an altogether more elegant red tone.
Indeed, the “logo with the cherries” has now reached a level of recognition where a more stylised interpretation of the cherry graphic is possible. As a result, the new CHERRY logo appears sleeker, almost as if die-cast. It communicates the classic CHERRY brand values even more effectively than before: high quality, modern technology, intuitive functionality and, with that, simple, timeless elegance.
