Tyson Foods, the American protein processor headquartered in Springdale, Arkansas, introduced a new corporate logo in February 2024 that revived its classic red and yellow scalloped oval design. The mark, which had served as the consumer-facing Tyson chicken brand logo for decades, was brought back as the company’s corporate identity ahead of its 90th anniversary in 2025.[1]
Design and History
The 2024 logo is a return to the red and yellow scalloped oval with the company name displayed in the middle of the oval.[1] The new version adds the word “Foods” to the wordmark, a subtle change from the consumer brand version that simply read “Tyson.”[2] The design features a red base with a surrounding yellow circle along with “Tyson Foods” in white.[3]
The oval logo has been used by the company since 1972, originally in blue and white colors before switching to red and yellow in 1973.[4] The red and yellow oval remained in use for the Tyson consumer chicken brand even after the corporate identity changed in 2017.[5]
The 2024 corporate logo replaced the “T” weathervane inside a circle design adopted in 2017.[1] That earlier mark, created with the help of design agency The Brand Union, featured a clean capital T rendered in navy and pierced by an arrow.[6] The 2017 identity did away with the signature red and yellow branding in favor of a calmer blue and weathervane imagery.[5]
CEO Donnie King said the new visual identity was intended to unify the company’s history and future, noting that Tyson Foods began as a chicken company nearly 90 years ago.[1]
Meaning and Symbolism
The 2017 weathervane logo was designed to signal forward direction. Tyson’s president and CEO at the time, Tom Hayes, described the weathervane as “a farmer’s compass, but it’s also the compass for our innovation.”[7] The company said the weathervane spoke to the direction of Tyson Foods, always moving forward, focused on the future and raising expectations.[8] The “T” monogram signified a crest that illustrated the forward direction to the future while also showing Tyson’s strong family roots.[1]
For the 2024 return to the oval, the company’s stated purpose, “Tyson Foods. We feed the world like family,” anchors the brand’s messaging.[9]
Typography and Design
Tyson Foods’ enterprise brand guidelines specify two American-made type families, Sentinel and Proxima Nova, both licensed for use by specific teams. When only system standard fonts are available, Century Schoolbook substitutes for Sentinel and Arial substitutes for Proxima Nova.[9]
The brand guide also states that the red from the heritage “Tyson Foods” and “Tyson” brand logo serves as the primary color, chosen to create better cohesion between the corporate brand and the retail brand.[9]
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