From the course: Logo Design: Symbolism in Nature

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Jolly green giant

Jolly green giant

From the course: Logo Design: Symbolism in Nature

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Jolly green giant

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- Imagine the growing and selling of peas, as was the trade for the Minnesota Valley Canning Company at the beginning of the previous century. Trade was brisk but mostly in the canning of products for others. When along came a new varietal called the Prince of Wales that was wrinkled, oblong, sweet, and as peas go, it was relatively huge. Despite all the apparent upside to the product none of the brands they canned for had any interest in freak peas, leaving the company to develop their own label. What to call it? Green Giants. An early mascot for the label looked more like a scowling caveman in a bearskin strolling around with an enormous pea pod. The hint of a great idea here but in need of finesse. Enter the yet to be discovered ad genius, Leo Burnett in 1935. Leo ditched the bearskin for a leafy suit, traded his scowl for a ready smile, created the jovial "Ho-ho-ho", and most importantly, renamed him the Jolly Green Giant. When Ad Age magazine released a list of the top ten…

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