The Sweet Little Secrets of the Toblerone Logo
After over a century, Toblerone changed its logo and put the memorable one to rest. So, we’ve decided to pay homage to the legendary Toblerone logo by analyzing its design and the creative process behind it.
You can now find the pyramid-shaped candy bar in stores worldwide, but this sweet success story started small. It all began when a Bern local, Jean Tobler, came up with a brilliant idea – to establish a chocolate factory in 1899. About a decade later, he conceived the recipe for a new dessert with his cousins, Theodor Tobler and Emil Baumann.
This chocolate delight owes its name to its inventors. They coined the Toblerone sweets by cleverly combining the last name Tobler and the Italian word “torrone” (a delicacy made of nuts and honey).
Toblerone Logo Stood Out Through Subtle Yet Smart Symbolic Design
Just like the etymology of its name, there’s a story connecting the renowned logo Toblerone used to its geographical roots - the Swiss capital, which is also famous as the "city of bears."
The designers Emil Bauman and Theodor Tobler created the logo with two main elements: a pyramid-like emblem depicting a mountain peak and the logotype of the brand name.
The pyramid symbol hits two birds with one stone. One, it represents the chocolates they produce, and two, it’s a visual representation of the Matterhorn, one of the many mountains of the Alps situated near the Swiss capital.
A closer look will reveal a white silhouette of a bear standing on its hind legs at the logo’s center -- what a way to incorporate the tremendous wild animal into the design!
The classic font style for the brand name is also hard to miss. The logotype is expressive, clear and spaced well for easy reading! Each letter is red with a thin yellow outline along its edge and all are capitalized with the letter “T” in much larger font size. The characters are shadowed in black, so the name comes across as three-dimensional.
How the designers skillfully combine typography, color, and dimensionality to create impactful and memorable brand symbols is admired by many logo designers worldwide.