Truvia logotype Vector Logo Download - AI / SVG

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Pentagram worked with Cargill and The Coca-Cola Company from the beginning to develop Truvia™’s brand attributes. The graphic identity, designed by Paula Scher with Lenny Naar, emphasizes the product as natural, pure and authentic, employing a color palette of green and white, elements of transparency and rounded, organic shapes. Lightness and transparency are a major part of the brand, and the letterforms of the logotype overlap in different shades of green that give the appearance of something natural and organic. The identity is markedly different from the synthetic appearance of brand competitors like Equal, NutraSweet and Sweet ‘N Low.

Uploaded on January 6, 2012
Last updated on January 6, 2012

Cargill, Incorporated
United States
Paula Scher & Lenny Naar | Pentagram

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Cargill, Incorporated

Cargill, Incorporated is a privately held, multinational corporation based in Minnetonka, Minnesota. Founded in 1865, it is now the largest privately held corporation in the United States in terms of revenue. Some of Cargill's major businesses are trading, purchasing and distributing grain and other agricultural commodities; trading in energy, steel and transport; the manufacture of livestock and feed; producing food ingredients such as starch and glucose syrup, vegetable oils and fats for application in processed foods and industrial use. Cargill also operates a large financial services arm, which manages financial risks in the commodity markets for the company.