London designer and designers’ favorite Miles Newlyn worked with Dragon Rouge to create a new logo for the Skittles brand name of candies. His multi-colored tongue concept is a literal though stylized translation of the brand’s slogan, “Taste the rainbow.”
The official Skittles website is worth checking out too.
What are your thoughts?
Via LogoLounge.
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February 15th, 2010 at 3:52 AM
i like the concept actually, the slightly CMYK pastelly colours and the bold outlines add a retro twist to it- wonder how timeless it will be?? thumbs up 4rm me!
February 15th, 2010 at 3:56 AM
I didn’t get the tongue part before reading it… Maybe it’s because tongues aren’t scalloped like that? lol Or maybe they could have involved some concept of a mouth around it (like the Rolling Stones)?
February 15th, 2010 at 4:13 AM
yes I agree, I didnt get the tongue part either, I fort it was a swoosh! rounded would have looked much better ;)
February 15th, 2010 at 4:31 AM
LOL, yea I didn’t realize it was suppose to be a tongue, until I read the comments. Looks like it would be a great logo for a kids product. Maybe some kid of paint product for kids.
February 15th, 2010 at 4:33 AM
Now that I look at it again, I think a mouth should be associated with it some how, or maybe even like a kid sticking out the multi-colored tongue…
February 15th, 2010 at 6:30 AM
The problem with the ideas of adding a head is that this logo has to be easily recognizable/understood at a very small scale. Small enough to put on their smallest mini pack of skittles. The rainbow/tongue idea at least gets across the idea of the rainbow and it’s in skittles colors. Adding a head detracts from that.
On the flip side I would almost expect that to be a logo for GALA, or the GLBTSA. I think the logo works well for skittles when it’s put in the same place as a bag of skittles, take the food away and you have a separate conotation.
Overall very nice logo outlined as many food product logos are to pop and capture attention. Cheers
February 15th, 2010 at 7:06 AM
Not sure how this will be received in Australia – we have a colloquial term for someone vomiting which is known as the ‘technicolour yawn’. Now you have some idea of what I thought of when I first saw it. Apart from that connotation it’s a really well executed graphic.
February 15th, 2010 at 8:08 AM
I don’t necessarily mean adding a head… Like I said with the Rolling Stones logo, they simply have a mouth. It could still be scaled down and be recognizable. The mouth itself would be enough to convey a tongue, whereas this just looks like someone tossed a bucket of paint. It looks nothing like a tongue.
February 15th, 2010 at 9:51 AM
I like the concept a lot but I don’t like how the tongue is “scalloped” maybe if it was smoothed out along the bottom and add a saliva drop or something I think a mouth would take away from it. – showed my wife it and didn’t tell her what it was for and she said it looked like a peacock or a gay rights logo or something lol. But I can see this working over time maybe
February 15th, 2010 at 2:10 PM
Looks like a lucky charms logo
February 15th, 2010 at 5:29 PM
Ugh! I hate the Skittles website! It’s so fucking useless!
And the logo doesn’t even look like a tongue!
February 16th, 2010 at 2:46 AM
Yea I don’t really think a head should be added either. Like Chris says, for resizing purposes it could be hard to make out the image when scaled down to fit on a Skittles package.
I agree with VaBookworm87, I just don’t like the shape of the tongue. When I first looked at it I had no idea it’s for Skittles and that it it’s suppose to be a tongue. Like I mentioned earlier about using it for some kid painting product and as VaBookworm87 says, looks like some paint being splashed.
I also like brandon’s suggestion about adding a saliva drop. That could work too. I think once the logo gets placed on the Skittle package and gets advertise on commercials though, Skittle has enough “swag” to get the new logo accepted and recognizable by people. They’ll be able to make some kind of funny memorable commercial with it I’m sure. Fav commercial of theirs is with the Hour glass, and the guy turning old as his roomie kept eating the skittles out of the hour glass, LOL
February 16th, 2010 at 4:35 AM
Michael,
It’s pretty hard to navigate / find what you need but it was refreshing to see a new form of website.
Shala,
I am also waiting to see how the logo looks in context when on the packet / other marketing.
February 17th, 2010 at 8:43 AM
Knowing that their slogan is “Taste the Rainbow”, I did pick up on the tongue imagery immediately. I actually think it’s pretty clever / silly, like a lot of their commercials. Overall, it’s kind of trippy, a big melting rainbow tongue… this is probably fitting considering their absolutely bizarre ad campaigns.
My only concern is how incredibly thin/pointy the mark gets on left. Look at the inaccuracies in the printing on any candy bag, the colors often overlap. This may look like a bit of mess unless the mark is printed really large.
February 24th, 2010 at 11:26 PM
I did not see the tongue concept either initially but am seeing lots of colourful tongues in the logo now :) Thank you for sharing it is always good to see what is new in the logo world.
February 25th, 2010 at 2:54 PM
there goes my skittles appetite.
March 4th, 2010 at 9:03 PM
One of my Dad’s favourite euphemisms for vomit was ‘multi-coloured burp’. And this it, visualised.
March 5th, 2010 at 1:42 AM
While I didn’t see the tongue right out I think this is a very creative approach to match the slogan for Skittles. I can also see some interesting advertising campaigns coming out of this. Some that won’t necessarily involve targeting any one particular audience – should be fun!
Great stuff – thanks for posting!
March 10th, 2010 at 2:12 PM
I like it a lot. Very colorful and a real attention getter. Makes me want to go buy a bag skittles lol. Anyway, thanks for sharing and feel free to visit me back :)
March 18th, 2010 at 10:09 PM
awesome logo.
May 14th, 2010 at 5:32 PM
I totally thought it was a tongue, and then I read the article to make sure that’s what the intended concept was going for.
Umm, hello “TASTE the rainbow” … not “SPURT the rainbow”, “SCALLOP the rainbow” or “WHATEVER ELSE OTHER THAN TASTE the rainbow”.
Skittles is marketing the brand WITH the tagline,.. so it doesn’t need anything else.
:-)
July 15th, 2010 at 11:29 PM
Beautiful :)
July 25th, 2010 at 7:50 AM
nice one the concept was already in the logo. Nice one keep it up!
August 9th, 2010 at 6:37 AM
Yup nice concept indeed.. I like the taste of the rainbow! :)
August 11th, 2010 at 12:26 PM
I didn’t get the tongue at first glance. But the logo looks great. Just curious how long it took. It seems like a simple concept but sometimes what seems simple can take hours of brainstorming and redo’s.
August 30th, 2010 at 6:01 AM
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