There are many reasons why corporations update, revise or simply abandon their logos. The old mark may feature antiquated technology or not be politically correct by today’s standards. It may no longer reflect who they are, the size of their current business or what they sell. Or it may have been drawn by the founder or a promising art student when the firm was a cash-poor startup. Whatever. The result was a logo that looked amateurish and generic. This is a tough quiz, made harder because we had to remove the brand names on some logos so they didn’t give away the answer. When you pair the logo with the brand however, you’re likely to be surprised. Good luck!
When El Paso Chile Co. commissioned Charles S. Anderson Design in Minneapolis to create a new packaging system for its retail salsa and marinade lines, it wanted to make sure that consumers grasped the fact that its products were authentic Tex-Mex, not wannabe imitations made in places like Cincinnati or Brooklyn. A border town in far west Texas, El Paso is so close to Juarez in Mexico that the two cities are sometimes considered one metro area. El Paso Chile Co. knows its salsas and wanted the packaging to capture that in look and feel.