Toblerone Logo

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Toblerone is a Swiss chocolate brand. Toblerone is owned by the American company Mondelez International and sold in many countries.  It is highly valued and loved around the world. It is so good that it has become a true representation of quality Swiss chocolate. Some believe that its shape resembles a mountain in the Swiss Alps, which further strengthens the roots of this brand.

Meaning and History

Toblerone Logo history

Back in 1868, Jean Tobler opened a small confectionery in Bern. By 1899, the demand for his chocolate was so significant that Jean and his sons opened their own factory for chocolate making. In 1908, Theodor Tobler, his son, and his cousin Emil Bauman created a unique chocolate bar that combined a special recipe and an original triangular shape. They called it “Toblerone”, which is a combination of the last name with the word Torrone, a honey-almond nougat in Italy.

What is Toblerone?
Toblerone is one of the most beloved Swiss chocolate brands. This chocolate has an original triangular shape that resembles a mountain.

1999 – 2022

Toblerone Logo 1999

The key element of the logo was the name. It was done in large uppercase red letters. The first letter was larger than the others, so it was a bit lower and higher than the rest of the letters. The letters had a thin yellow border and a dark shadow on the right side, which gave them some volume and made the logo more interesting. To the left of the wordmark, there was a yellow and white mountain image that was about the same height as the wordmark itself. It was a great association with the shape of the chocolate bars themselves.

2022 – Today

Toblerone Logo

The present emblem of the Swiss enterprise appears more subdued compared to its initial counterpart. It doesn’t boast the vibrancy of its inaugural version, adopting a brown hue instead – reminiscent of chocolate, Toblerone’s signature product. Nevertheless, the lettering style maintains a distinct flair: it features a sleek and unconventional form with prominences primarily located at the bottom. A slender line skirts the periphery of the characters, transitioning from its former yellow to a more muted beige. The shadows have undergone a chromatic transformation, emerging in stark black. Notably, the mountain, once a central element, has been omitted by the designers.

This modification in design represents a significant shift in visual presentation, possibly reflecting an evolving brand philosophy or a response to changing market preferences and trends. The emphasis on chocolate’s color and the refined typography could be interpreted as a focus on the brand’s core identity and its commitment to product quality, underscoring the rich and premium nature of the chocolate. The alteration in shadow hues and the removal of the mountain element denote a move towards a more modern and minimalistic aesthetic, aligning the logo with contemporary design sensibilities while maintaining a connection to its iconic and historic elements. The design’s subtlety and sophistication aim to convey a sense of elegance and timeless appeal, elevating the brand’s positioning in the confectionery market.