Logos we Love–Mascot Edition! (with Ellen Voorheis)

In the third installment of Logos We Love, Athletics Designer Ellen Voorheis shares her favorite brand mascots.

In previous segments, Executive Creative Director Malcolm Buick curated an eclectic selection of logos inspired by peace, party, and prestige, and Senior Strategist Zander Abranowicz shared his favorite marks from the animal kingdom.

Ellen writes: 

“We designers are often taught that less is more, minimal is beautiful, etc. etc. Logically I agree, but I chose to take this moment to celebrate a few unsung heroes of the brand world. They might not be award-winning, but they certainly won my heart as a child. Sometimes more is more!”

Utz

As a surprise to no one, I was raised on snack foods. The Utz girl always caught my eye in the chip aisle – a friendly respite from her more aggro contemporaries (looking at you, Chester Cheetah). Disclaimer: I do not condone Utz’s recent brand work.

Piggly Wiggly

Ok, you had me at the name. I first laid eyes on this magical place on my many trips to the Midwest as a child. The notion that you could name a business something so absurd, and call a paper-hat wearing piglet your spokesperson, was simply too much for me to handle. Five stars, no notes.

Michelin

Bibendum, “The Michelin Man,” was introduced by the French tire company in the late 1890s, making it one of the world’s oldest trademarks. He’s since been redesigned many times, but the original mark came from French artist Marius Rossellini. In his early days, Bibendum could be seen shouting “Nunc est Bibendum,” Latin for “Now is the time to drink,” which, objectively, rules.

York

York, a little-known and short-lived Canadian food brand, really nailed this one. If a cow made of peanuts isn’t on your list, don’t even speak to me.

Myers Bagels

This was my favorite logo (and bagel shop) while I lived in Vermont. A savage rumor that it was stolen from iconic St-Viateur Bagel in Montreal was recently debunked. Myer’s founder Lloyd Squires spent years as an apprentice to Myer Lewkowicz, the St-Viateur founder. When he died, Squires opened his own shop in Burlington, VT, which he named after his mentor. The two allegedly had a verbal agreement that Squires could use the logo. I love the drama!

Bear Manufacturing Co

The auto tools manufacturer began using its “Happy Bear” mascot in the late 1920s, way ahead of its time, if you ask me. I love how it was clearly crafted to be roadside signage. There is debate on whether or not the Grateful Dead stole this logo in the 1970s for their now-ubiquitous “dancing bears.” I’ll say it again: I love the drama!

Mountain Dew

The original 1940s Mountain Dew logo remains my favorite for the soda juggernaut, although I’m also a fan of the 1969 rebrand. I’m quite partial to the original slogan: “It’ll tickle yer innards!”

Honorable Mentions

A. Wonka Bloops

B. Lemonhead Candy

C. Borden Dairy

D. Oreo Middleman

E. Detroit Pistons

F. Stew Leonard’s

G. Puddin’ Head

H. Little King Deli & Subs

I. Hostess Fruit Pie 

For further snack food ephemera, I highly recommend checking out this flickr group.