Meiji is a renowned brand in Japan. As shown above, different organizations within Meiji had distinct logos. The top one refers to Meiji Seika Kaisha (pharmaceuticals) and the bottom one is Meiji Dairies Corporation. In April 2009, these two organizations combined to form a single operation called Meiji Holdings Co., Ltd. Thus, it also came up with a new logo that is shown on the right, which was designed by the Tokyo office of Landor. It probably would have been very difficult combining two distinct organizations into a single wordmark. However, in my opinion, they did a good job executing it. It is simple, yet very bold. It seems as though they incorporated Meiji Seika Kaisha’s lower-case letters and Meiji Dairies Corporation’s non-italicized and kerned letters.
The images above show different chocolate packaging. The former logo has a more elegant and bold effect. The typeface is serif and italicized, and “Milk Chocolate” is written in cursive. Thus, it seems old-fashioned. On the other hand, the new logo consists of all lower-case letters, which seems to be the new trend nowadays. It has a more friendly approach to the customers. Furthermore, it reminds me of different shapes, such as circles and rectangles. The typeface is sans serif and very circular, which adds personality to the wordmark. The letter “m” is unique, and every letter is kerned, which allows viewers to read easily. Overall, I think the new logo is simple, clear, and bold.
From Brand New blog
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