Mars is a famous UK-based confectionery company that was founded in 1932. It has since become one of the largest and most recognised food brands in the world. Its logo has undergone a few changes since its inception. This article delves into the history and evolution of the Mars logo. It details the logo’s changes over time and the branding strategies that have shaped its identity.
The Genesis of the Mars Logo (1932–1950)
The original Mars logo was introduced in 1932, alongside the launch of the Mars Bar. This initial design was simple and monochromatic and featured the diagonal wordmark “Mars.” The first letter of the wordmark executed in a geometric sans-serif typeface was slightly enlarged. There was also a short brush stroke just below the first two letters. The focus of the logo design was on clarity and ease of recognition, which were crucial for establishing the brand in a competitive market.
(1950-1978)
In the 1950s, the Mars logo underwent its first significant redesign. The logo was modernised to include a more dynamic font and a monochromatic colour scheme. This change reflected post-war optimism and the growing popularity of the brand. The wordmark was set in a straight line, and the left arm of the letter “M” was slightly lengthened to underline the first two letters. Besides, a five-pointed star was placed on the top left of the wordmark. The logo began to incorporate a more stylised font, which made it more visually appealing and memorable to consumers.
(1978-1988)
The 1978 logo variant featured the diagonal wordmark in a red and yellow colour scheme set against a black rectangular background. The wordmark was rendered using a serif typeface in a title case where some letters had rounded ends. The letters of the wordmark appeared both professional and friendly and created a sharp contrast with the dark background.
(1988-2002)
The 1988 logo variant was a refinement of the earlier logo, wherein the lines of the letters became straight and the glyphs got angular transitions. Placed diagonally, the wordmark appeared in a black outline with a bold tricolour (red, white, and yellow) underline below. The overall logo evoked a sense of balance and completion.
(1990-2008)
The 1990 logo variant featured a slightly inclined wordmark “Mars” in red with a yellow shadow outline. The wordmark was placed on an oval with a blue gradient and a pair of deep white accents at the bottom.
(2002-Present)
In the early 2000s, the Mars logo was modernised once again. This iteration focused on a cleaner and more streamlined appearance that reflected contemporary design trends and favoured minimalism. The wordmark appeared to be hand-drawn and reminded of Comic Sans typeface based on the font’s playful strokes. The letters in red appeared with a yellow-gold shadow to give a 3D effect.
Also, the wordmark was placed over a slightly stretched black oval, which gave the logo a sense of cosmic plane. This way, the name of the planet was supposedly added to the brand. The font was refined, and the overall logo became more versatile for digital applications. It ensured the logo remained relevant in the evolving marketing landscape.
The Elements of the Mars Logo
Font
The main Mars logo features a smooth wordmark in a custom-rounded typeface with soft, thick character lines. Although uniquely designed for the brand, the font shares some similarities with Comic Sans or Sign Language Italic styles.
Colour
The colour palette of Mars’ visual identity consists of rich, bold shades of red, yellow, and black. These colours convey warmth, quality, and precision, which perfectly reflect the indulgent filling of the iconic chocolate bars.
Finally
The evolution of the Mars logo reflects broader trends in branding and design. It showcases how a company can adapt its identity while maintaining core brand values. Since its inception in 1932, the Mars logo has consistently aimed to resonate with consumers. In doing so, it embodies the spirit of innovation and quality that the brand represents. The Mars logo is likely to adapt further to ensure it remains a significant player in the global market.