Goodman Fielder is a major food company headquartered in Macquarie Park, Australia, producing and distributing branded food products across Australia, New Zealand and the Asia-Pacific region [1][2]. The company was established in 1986 through the merger of two Australian food companies, Goodman Group and Fielder Gillespie [3]. Following a joint takeover by Wilmar International and First Pacific completed in March 2015, the company was delisted from Australian and New Zealand stock exchanges and became a subsidiary of Wilmar [4][5].
Design and History
Following the Wilmar acquisition, Goodman Fielder’s senior management commissioned a new corporate identity to reflect the company’s new growth agenda. The design agency Barker Brand Partnerships was engaged to develop the new brand identity system [6]. The agency’s brief was to redefine the company’s image after two years of significant business change following the acquisition [7].
The new identity retained the existing GF monogram or badge, maintaining a sense of horizontal continuity, while substantially changing the overall “feel” of the corporate identity and its proposition [7][6]. The redesign was intended to convey collaboration, human energy, passion and an ambitious sustainability agenda through a deliberately human aesthetic [7].
Meaning and Symbolism
The identity was designed to symbolise the company’s ongoing journey, creating a sense of life and progress wherever it is applied [7]. The dramatic colour brushstrokes were intended to feel more human, distinctive and individual compared with more formal corporate peers such as Nestlé, Unilever and Campbell’s [7][6]. The identity was also meant to signal the new path the company was taking to current and prospective employees, capturing the company’s vision and employment value proposition [6].
Typography and Design
Brand asset data lists the Goodman Fielder brand colours as including Atlantis green (hex #ABC434) and Sherpa Blue (hex #004E5A), among other colours in the palette [3][8]. The identity’s visual language was described by the agency as using “dramatic colour brushstrokes” to achieve a human, energetic aesthetic [7].
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