New corporate logo launched

Press, 9 October 1987, Page 25

New corporate logo launched

Challenge Meats launched its smart new green and red corporate logo on October 1, providing a uniform identity umbrella for Its global operations. The new logo will be seen on all Challenge plant and buildings, stationery, documentation and food products. Marion' Prebble, product manager at head office in Wellington, headed the mammoth task of implementing the new logo. Work began early this year to find a logo that satisfied all requirements. The logo had to be internationally applicable and registerable, compatible with food not just meat The company wanted a symbol of quality, and progressiveness, that was meaningful, and easy to interpret and reproduce. Most of all, the logo had to be versatile. “We decided on the name Challenge because It is inspiring and depicts our objective bf exploiting international marketing opportunities as a food, rather than just a meat company. “It was also important to check that the word Challenge was nodoffensive in any language.

“It was also important to make certain that the word was available in all countries of interest and had not been registered by anyone else. “The colours green and red were chosen because they are not used by competition, green is very relative to New Zealand’s healthy image and is a food colour, a colour of optimism and growth. Red is compatible and is non-offensive in overseas markets,” explained Marlon,

The two colours work well in large or small applications and are readable from a distance. ~

Marion said the new logo would be an imagebuilder for the company. It would also be a source of staff motivation with its uniform use on company and buildings. “The new logo now appears where once there were just bare walls,” she said. Logos have been sigh Written in : «peaa Which have optimum exposure so as to be seen by the most people possible. “We believe the new logo will create a modern, positive image and instill farmer, supplier and staff confidence,” she said.