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.
The History of Mars
The renowned chocolate brand Mars was founded in 1932 and has since become one of the world’s largest manufacturers in its industry. It also owns various bar brands that are recognised globally. In 1932, the founder, Forrest Mars Sr., made a significant impact on the confectionery world by establishing Mars Limited in Slough, England. The same year, he introduced the Mars Bar, which was a blend of nougat, caramel, and milk chocolate.
In no time, the bar became the signature product of the brand. This marked the beginning of the rapid expansion of Mars across Europe, where it also introduced beloved products like Maltesers. The growth of Mars led the company to move to a larger headquarters in Slough by 1940. Thereafter, Forrest Mars Sr. returned to the U.S. and collaborated with Bruce Murrie from Hershey’s to create M&M’s, a product that would become iconic and synonymous with Mars’ innovative approach.
The 1950s and 1960s saw continued expansion in Europe and North America, with the launch of new products such as Skittles and Whiskas. The 1967 merger with Kal Kan Foods, Inc. marked Mars’ entry into the pet food market. This was a segment the brand would dominate in the 1980s through strategic acquisitions like Advance Pet Care and Royal Canin. In the 1990s and 2000s, Mars expanded its brand portfolio by acquiring Uncle Ben’s and Pedigree. In 2008, Mars made a significant move into the gum industry by purchasing Wm. Wrigley Jr. Company for $23 billion.
The 2010s were defined by Mars’ focus on sustainability, reducing greenhouse gas emissions, and ensuring ethical supply chains. Today, Mars is a giant in the private confectionery and food production sector, with its headquarters still in Slough, England, and operations in over 80 countries. With flagship brands like Mars Bar, M&M’s, and Pedigree, Mars has left a lasting impact on the confectionery and pet food industries.
Interesting Facts About Mars
- Mars was founded by Forrest Mars Senior during the Second World War. Mr. Forrest Mars developed candy-coated chocolate that would withstand heat and not melt in the hands of soldiers.
- Mars is more than 100 years old, and its employees call themselves Martians.
- Mars has an employee strength of 125,000, which makes it one of the largest companies in the world.
- Mars owns a research arm called Mars Symbioscience, which operates as an incubator for business ideas.
- In 2008, Mars acquired Wrigley for $23 billion.
- The Mars family is arguably one of the richest and wealthiest families in the world.
- Snickers, Skittles, and Twix are well-known confectionary brands owned by Mars.
- The Mars family keeps a low profile and strictly maintains their privacy.
- Forrest Mars Junior used to drive an old car and live a modest lifestyle.
- The Mars family owns famous pet food brands such as Pedigree and Whiskas.
- Snickers was actually named after the favourite horse of the Mars family.
- Mars once got on the wrong side of vegetarians in the UK when it decided to use rennet, an animal byproduct from the stomach of calves, in their confections.
- Mars owns Uncle Ben’s instant rice brand, which has supposed racial roots.
- Mars had declined an offer from the makers of the movie ET for product placement.
- Mars was criticised for sourcing the ingredients of their chocolates from countries that employ child labour.
- Mars has moved to remove artificial dyes from its products and move to natural products.
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.