Basis Design

Companies shell out hundreds of thousands of dollars for a great logo. The idea is to create a memory stamp that will stay with a consumer forever. An instant connection between the visual logo and the brand is the ultimate goal. Having a logo that has lasted and been recognizable for almost one hundred years is a huge accomplishment. Planters has done just this with their lovable Mr. Peanut. Mr. Peanut was created in 1916 by 14 year old Antonio Gentile. Gentile submitted his drawing of a peanut with stick arms and stick crossed legs in a Planters logo contest. His “Mr. Peanut” won the grand prize and became the new logo for the company. Gentile was paid… drum roll, please… five whole dollars!! Even with inflation considered, that’s only $103.65! Not bad for a logo that’s lasted as long as Mr. Peanut. A commercial artist was hired to add the signature monocle, top hat, and cane that sets Mr. Peanut above all other nuts. He’s a classy nut, not like the rest of us. The logo has evolved over the years — becoming less realistic and more cartoon like . Planters also added the name Mr. Peanut to his top hat.

Mr. Peanut truly is a historic peanut. In 1918, Planters ran an advertisement in the Saturday Post, the first ever advertisement for a salted peanut. During World War II, Mr. Peanut even helped to promote war saving stamps. The first TV commercials featuring the dapper nut aired in the 50′s. Mr. Peanut is a staple in the nut world even today, and he’s looking better than ever. In 2011, he still sports his monocle, top hat, gloves, tuxedo shoes, and cane. I don’t think he’s going anywhere anytime soon.

Planters has recently launched a campaign around their famous logo. Throughout 2011, Mr. Peanut is traveling the country in the Planters Nutmobile. Inspired by the way peanuts naturally give back to the Earth, Planters is embarking on this tour in an effort to encourage Americans to live a more eco-friendly lifestyle.

Planters has also invested an estimated 35 million dollars in the revival of Mr. Peanut on the airwaves. They’ve revamped his look, and even hired Robert Downey, Jr. to give him a voice for the first time in his nearly one hundred years of service.