Activity 1 : Golden Circle Logo

Golden Circle:

 

1.    The symbols that the company has used to represent the company are a red banner in a very curvy shape that represents a very disproportioned form of Australia, with a sun beaming out from behind it. I believe the meaning behind this choice in shape is that golden circle is an Australian company and so stands behind or supports Australia and its people. The sun would partially represent Australia as Australia is known for it’s sunshine, I also belief it is part of the metaphor for supporting Australia, or for the company having a bright future ahead of it.

2.    The colours used in the logo are red, a tiny bit of orange and yellow with white text. The company also uses a lot of greens and blues for the rest of their branding, such as packaging and their website.

3.    The message behind the colours could be mixed. I believe the yellow represents Australia as it has such a warm climate and is renowned for it’s beaches (aside from the obvious fact that the sun is regarded as being yellow). Red is usually a colour represented with hunger and food, thus a good choice for a company that makes food. It could also represent the red sand found in Central Australia. The blues and greens are organic, healthy and easy going colours, so are a good choice for the packaging of their fruit products and for the website. No one likes an aggressive website.
The message would be something to the effect of demonstrating that they are and Australian company that isn’t ‘in your face’ but provides Australians with a healthy source of nutrition.

4.    The typography of the logo is all lowercase, san serif with curved letters. I would say that this puts the brand forward as a modern company that’s edgy and simple, but still family-friendly.