Nutella Logo

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Are there people in the world who don’t love Nutella? Most likely not because this is not just chocolate and nut paste, it is a piece of happiness, joy, and pleasure in every spoonful. Although the ingredients of the spread are widely known, the exact recipe for Nutella is kept strictly secret by the Ferrero family. Ferrero, by the way, is one of the few family companies in the world. The owners of the company are unusually modest: they avoid mentioning in the press, rarely appear in public and give interviews, and it is difficult to find their photographs in the archives.

Meaning and History

Nutella Logo history

As is often the case with many great inventions, the idea for sweet paste came about by chance. Due to the shortage of chocolate after the war, Pietro Ferrero came up with an idea to create a chocolate bar that would have nuts as a base. Named after the carnival character “Gianduja”, a big order of these bars melted on one very hot day in the summer of 1949. Pietro decided to use it as a spread. In 1951, Giandujot chocolate cream was renamed Supercrema and sold in glass jars. Pietro’s son, Michele, slightly change the recipe in 1963 and came up with a different name for it, which it bears to this day – “Nutella”. This name consists of two words: the first is English “nut” standing for one of the main ingredients, and the second is Italian “ella”, which is traditionally the ending of many Italian female names. It is also speculated that the second part comes from the Latin suffix, which is used to add an affectionate sense. The first can of Nutella left the Ferrero factory in Alba on April 20th, 1964. The product was a resounding success in Europe but was not known to the rest of the world until 1983.

What is Nutella?
Nutella is a delicious spread sealed in the round walls of a plastic jar. Its fans are always coming up with new ways to eat their favorite chocolaty nut spread. On February 5, 2007, it was even decided to celebrate World Nutella Day, on which many countries around the world hold tastings of dishes prepared from it, and also arrange festive concerts.

1951 – 1964

Nutella Logo 1951

It is not surprising that the main element of the logo is the name of the sweet spread – Supercrema. It is printed in bold, sans-serif letters of a red color that instantly caught the attention. Across the top, it said “Grandujot”, which referred to the origins of the super creamy spread. It was printed in a smaller font of a brown color also using all uppercase letters.

1964 – 1970

Nutella Logo 1964

A new logo soon followed the rebranded hazelnut cream. It presented the new treat’s name printed in all lowercase letters. Although the whole inscription was done in red, the “n” was colored black. Many wonder how the founders came up with the idea, but the decision was quite simple. An exactly the same brand name, but in all red has already existed. Yet, the founder liked the idea of using a bold, powerful red color that not only prompts action but also arouses excitement and passion for the brand’s product. Adding a bit of black color seemed like the best solution and it proved to be the right decision.

1970 – Today

Nutella Logo

It might seem like nothing changed since the last version, but there were a few updates. First of all, the strokes were made thicker to create better visibility. In addition, the letter “T” was cut diagonally a bit shorter than the “L”s. Such a modification added some dynamics and another unique touch. In 2020, Rosa’s publication from Sweden filed a claim saying that the black letter discriminated against African Americans. It requested to change the black color, yet the official webpage still shows the old emblem.

Font and Color

Nutella Emblem

The straight cuts of the sans-serif font seen in the original logo were beautifully combined with soft curves. It was replaced by another sans-serif font that had a lot of similarities but was unique in its own way. Since 1970, the logo used ITC Avant Garde font. Originally, the company used a red and brown color palette for its emblem. The brown was replaced by black a little over ten years later. The red was a great color choice as it used to draw attention and encourage to do something, in the case of Nutella, buy the paste and enjoy it. The black color grounded a bright red a bit and added a touch of sophistication and suggesting the excellent quality of the product.