Strauss Group Ltd. is an Israeli food and beverage company headquartered in Petah Tikva. The company was formerly known as Strauss-Elite Ltd. and changed its name to Strauss Group Ltd. in February 2007.[1]
Design and History
The current Strauss Group logo consists of the word “STRAUSS” in stylized lettering accompanied by a spark design with elements radiating from a central point. In trademark registrations filed by Strauss Group Ltd., the spark appears to the right of the wordmark.[2] An earlier registration describes the same spark design with the term “STRAUSS” appearing slightly below and to the left of the symbol.[3]
The identity dates to a corporate rebranding announced in early 2007. Strauss-Elite announced the launch of a new corporate identity for the group, described as “one corporate identity, one name, one company brand, one logo for the entire company.”[4] The name change from Strauss-Elite to Strauss was approved by the company’s board as part of a strategy to create “a clear single focused organizational identity.”[5]
An image trademark for the spark symbol was registered on December 25, 2007, under registration number 3360610.[6]
Meaning and Symbolism
According to a 2007 report in the Israeli financial publication Bizportal, the new logo presented the name “Strauss” written like a personal signature, symbolizing a company with people who stand behind its character, with the group’s symbol appearing alongside the name.[7]
In 2011, Strauss ran a campaign in which the company shared its logo with the public, replacing the Strauss name on the logo with the family names of citizens across the country. The campaign, created by agency Y&R Israel, was described as giving all 180,000 family names in the country a personalized version of the logo.[8]
Typography and Design
Trademark records describe the wordmark as “STRAUSS” in stylized lettering, but do not identify a specific typeface.[2] Color is not claimed as a feature of the mark in the trademark registrations.[3]
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