To Identity the Arnott's brand, the company uses an image of a friendly parrot eating a biscuit. Next to the image of the parrot is the brand's name Arnott's in an old looking typeface outlined in a light blue. The image of the parrot is used as a reference to the common knowledge that parrots love to eat crackers. By having an image of the parrot clearly enjoying his biscuit, the company has come up with a fun way to send the message that their product is delicious and at the same time set up a recognizable image for the brand that people can easily relate to and remember.
Arnott's have chosen the colours red, white, gold and blue (aside from the green used in the parrot for recognition) to represent their brand. The red they have used in their branding is bold, strong and eye-catching. The red combined with the golden details at the top and bottom of the logo send me a message of luxury and quality in the product. The white lettering outlined in blue used for the brand's name help it stand out from the red but is also is a reference from the colours used in the original Arnott's logo. By keeping that aspect of the logo the same, it sends a message to the customer that the brand is reliable and trustworthy.
As for the typography, they have used a serif, small caps typeface. This typeface is very similar to the typeface used in the original Arnott's logo. The typeface has a very old and traditional look to it which is why i think they chose to keep it similar to the original to send the message that they are an old company which are still going going after many years. It also sends the message that they haven't changed, their reputation of great quality products is still the same.
