From the course: Logo Design: Shapes and Symbols
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Mascots: Bringing a logo to life
From the course: Logo Design: Shapes and Symbols
Mascots: Bringing a logo to life
It was 1951 and Kellogg's, a perennial manufacturer of breakfast cereal added another entry to the parade of grocery aisle mascots. Leo Burnett Advertising held the account and was in search of a character to help promote Sugar Frosted Flakes. In a competitive nature, a newt, an elephant, a kangaroo and a tiger all entered the ring to scrap for the young hearts of surreal aficionados. Nearly, a decade later,the final match came down to Katy kangaroo and Tony the tiger. I am positive you know who won. But did you know, that the scarf-wearing tiger, has gone on to become one of the most recognized animal icons worldwide? Consider how he developed that level of notariety and brand equity. A voice, and a personality larger than life, but at the time of his introduction television, and any animation of Tony, was pretty scarce. The ability of the designer, Eugene Kolkey, to personify the Tiger with a scarf, a winning smile, and human characteristics, turned him into a breakfast buddy as…
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Contents
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Advantages of anthropomorphism2m 19s
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Animals: An amazing shortcut4m 57s
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Mythology: The power of the story5m 33s
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Mascots: Bringing a logo to life6m 4s
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Challenge: Putting personification to work: Part one1m 3s
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Solution: Putting personification to work: Part one1m 36s
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Challenge: Putting personification to work: Part two1m 30s
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Solution: Putting personification to work: Part two4m 50s
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