Arnott’s was founded by William Arnott, who opened up the first factory in Newcastle in 1865.
The macaw parrot has been the face of Arnott’s biscuits since the 1800s. While many people today would say the parrot is based on the native Australian bird, legend has it that the model used was actually a Mexican parrot (Macaw) given to William as a gift by the captain of a Newcastle coal fleet upon his return from Scotland in the 1870s.
The logo was then drawn by Arnott’s daughter-in-law, who took a keen liking to the bird. The Arnott’s parrot was registered as a logo in 1888. As an identifying symbol it was inspired! No one questions today what a parrot has to do with biscuits.
Over the years the parrot has become synonymous with the Arnott’s brand and is recognised as one of Australia’s favourite trademarks due to the company’s deep Australian heritage.
In 1882 the biscuits were sent to Sydney and, in 1899, Mr. Arnott passed away, leaving the business to his family.
Arnott’s soon became one of Australia’s most loved brands and now has factories in NSW, Queensland and Victoria.
More than 50,000 people have been hired by the iconic brand over its lifetime.
Aussies shocked as Arnott’s releases a new ultra-modern parrot logo.
In 2020 Arnott’s unveiled its new corporate logo, confusing many Australians who worried their beloved parrot was gone forever.
The brand revealed the new look and consumers were shocked that the iconic parrot had been altered after more than 150 years.
“We know Australians love the iconic Arnott’s parrot logo – and that is not changing at all”, a spokeswoman said. “Our new corporate logo represents our new corporate group structure, uniting all of our food brands, including Arnott’s, Campbell’s and V8, under one umbrella.”
Confused biscuit fans took to Twitter, wrongly worried about the fate of the beloved parrot design.
“The original logo was great. Don’t change it, Arnott’s. Everything does not have to be a fashionably stylised representation of the classical”, one tweeted.”
“What the hell do Arnott’s think they’re doing? The new logo looks very cheap and unclassy! If it ain’t broke don’t fix it”, another wrote.
“Which marketing genius came up with this awful substitute for a much loved and awesome iconic logo?” said another.
The company said the move was part of a strategy to expand the company into a multi-national consumer food business across the Asia Pacific.
“The new logo has retained the iconic parrot, but with a modern new look in a move that has dived public opinion. We have a fantastic legacy, a strong business and a plan for growth by building a world-leading group of businesses from right here in Australia” (Arnott’s Group)
“However, the logo change only applies to the brand’s corporate identity, with the iconic parrot to remain in its current form on Australians’ biscuit packets.
Arnott’s parrot logo is remarkably similar to an American logo.