Founded in 1919 by Isaac Carasso in Barcelona, Spain, Danone is a world-renowned producer and distributor of food products, especially dairy. This French multinational company owns more than 180 manufacturing sites, several laboratories, agro-industrial entities, and trademarks. The Danone logo has undergone several changes since the inception of the company, which reflect its growth and evolving brand identity. This article explores the history and evolution of the Danone logo and highlights the key design changes and their significance.
The Genesis of the Danone Logo (1919–1968)
Since Danone began its journey as a yoghurt manufacturing company, its original logo has reflected the same. It consisted of two wordmarks at two levels rendered in brown. The top level featured the wordmark “YOGHOURT” in a smaller size. Under the wordmark was the brand name “DANONE” in a thick, bold geometric style font. Besides the pointed glyphs, the letters “A” and “E” had unusual design elements (a small inverted triangle and circle) as crossbars.
(1968-1980)
The first logo redesign saw a change in the styling of the wordmark and the removal of the word “YOGHOURT.” Rendered in a blue-violet colour scheme, the letters appeared in a playful font where the letters “A” and “E” had diagonal crossbars.
(1970-1995)
The next iteration of the logo was introduced in 1970. It featured a simple design with the word “DANONE” displayed in white capitals on a horizontally oriented ellipse in purple. The bottom of the oval was separated by three white stripes to create a distinct visual element. And below the ellipse was mentioned the brand name in bold uppercase letters in purple. This logo aimed to establish a recognisable brand identity as Danone began to expand its market presence.
(1971-1994)
In 1971, the logo underwent a redesign that introduced a blue hexagon as its background. The white wordmark was now prominently displayed within this hexagon, which had rounded angles except for the top and bottom. The upper section of the hexagon was deep blue, while the lower part was a lighter blue, thereby giving the logo a friendlier appearance. This change reflected Danone’s commitment to quality and its growing reputation in the dairy market.
(1992-2004)
By 1992, the logo saw the addition of a red swoosh-like curve at the bottom of the blue hexagon with a gradient. This curve brightened the overall design and gave it a more dynamic feel. The logo became more visually appealing and modern and aligned with Danone’s ambitions to create a strong global presence.
(2004-Present)
In 2004, the logo was further refined. The red curve transformed into a smile and was positioned beneath the wordmark, which was now rendered in a modern white typeface. The hexagon was replaced with an oval shape that had two sides cut at rounded angles. This version of the logo aimed to evoke warmth and professionalism to reinforce the image of Danone as a trustworthy brand.
(2013-2020)
This logo was built upon the previous design but features a significant change in colour. The wordmark is now a gradient blue pinned against a white background, which made the red smile element stand out more prominently. This design emphasises confidence and clarity and aligns with Danone’s mission to promote health and well-being.
(2020-Today)
In 2020, the previous logo was refreshed wherein the elements were made simpler. The gradient blue in the wordmark was replaced with solid blue, while the smile underline was made bigger and brighter.
(2007-2010)
In addition to the logo, Danone introduced an emblem in the 1990s, which featured a boy looking up at a star. This figure represented Daniel Carasso, the founder’s son, and symbolised the brand’s heritage and commitment to quality. The emblem was designed to reflect the company’s values of purity and naturalness.
(2010-2017)
This particular emblem replicated the earlier one of a boy looking at a star. However, the wordmarks were changed with “DANONE,” “NUTRICIA,” and “Early Life Nutrition” featured in three levels.
(2017-Present)
The emblem was updated in 2017, with the boy’s face turned to the right. A lighter gradient blue colour was introduced as well. The tagline “ONE PLANET, ONE HEALTH” was added beneath the image and presented in a handwritten style. This change signifies Danone’s dedication to sustainability and health. It reinforced Danone’s mission to create a positive impact on the planet.
The Elements of the Danone Logo
Font
Danone’s visual identity has undergone various changes over the years, especially in its background, typography, and design elements. However, most of these alterations have often been subtle. The logo prominently features the Futura Heavy font, designed by Paul Renner, which is characterised by its geometric shapes.
Colour
In 2005, the logo was modernised with the introduction of a curved crossbar in the letter “N.” Additionally, the colour palette evolved from a monochromatic scheme to a vibrant blue with gradient transitions. The logo is further complemented by white and red accents.
Finally
The evolution of the Danone logo shows the journey of the company from a small yoghurt producer to a global food giant. Each design change has been purposeful and reflects Danone’s values of quality, trust, and commitment to health. Today, the logo symbolises the rich heritage of the brand and its ongoing mission to promote the well-being of people through nutritious products.