What Will Betty Crocker Look like at 100?

By Philips, Matthew | Newsweek, April 19, 2010 | Go to article overview

What Will Betty Crocker Look like at 100?


Philips, Matthew, Newsweek


Byline: Number 17, NYC and Matthew Philips

Even the oldest, best-known consumer brands like to keep things fresh, which is why some of today's most familiar logos look so different from their humble beginnings.

As companies adapt to changing tastes, so do their brand identities. Take Betty Crocker. She turns 90 next year, yet looks younger than ever.

Betty's first depiction was of a dour dame of the Depression. Over time, artists have vied to depict her, including Norman Rockwell, who lost a 1955 contest to Hilda Taylor. Betty's face is now a computer-generated composite of 75 women, apt for our digital times.

For a company that makes everything from Scotch tape to traffic lights, finding a unifying logo took time. Early iterations were all over the map. In 1977, design firm Siegal & Gale created something that stuck: simple, smart, and red. It's been the same ever since.

Founder George Eastman picked the name because he was a fan of the letter K and thought "Kodak" sounded strong. …

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