The Michigan Apple Committee, a grower-funded nonprofit organization devoted to encouraging the consumption of Michigan apples, kicks off the 2013 harvest season with a fresh new look to its logo design. The new logo will be incorporated into packaging and signage, as well as online and in other communication materials.
With a strong focus on retail, the goal of MAC’s marketing programs is to renew retail and customer awareness of Michigan apples after last year’s crop loss resulted in a lack of presence in the marketplace in 2012. The new logo uses an updated font, and has a two-toned color scheme to appeal to consumers.
“Our previous logo design was great, but we wanted to slightly modify it for an updated look," Diane Smith, MAC executive director, said in a press release. "It’s not completely different, allowing us to maintain familiarity with retailers and consumers, as well as allowing our industry partners to ‘phase in’ the new logo.”
Additionally, point-of-purchase cards — which inform consumers about the product they are buying and its uses — can be seen in many retail stores’ produce sections. The new design incorporates blue to signify freshness and a connection with the Great Lakes. Other new features include a restyled “flavormeter” and the new Michigan Apple Committee logo.
“We wanted to freshen our look as we re-enter the marketplace in 2013,” Smith said. “The logo and point-of-purchase designs have been modernized to reflect consumer demand. We especially like the ‘techy’ look of the updated flavormeter.”