Holiday crafters use them to shingle gingerbread houses. Trick-or-treaters palm them off on parents. And singer-songwriter Neko Case created a Ken Burns–like narrative about them on NPR’s Wait! Wait! Don’t Tell Me!
But please, New England Confectionery Company, bring back the old logo. It's timeless. It reinforces a brand that's over 160 years old.
Font designer Mark Simonson identified the lettering style of the old Necco logo (bottom) as French Clarendon, which was popular in the 19th Century. In the new label (top), Mark identified the logo as the 1990s typeface Fluxure, with the words "The Original" from a 1940s font, Kaufmann Script. You can't sneak typeface anachronisms past Mark. Don't take him on in a game of Name That Font, either.
Necco Wafers, it's hard to believe, have been around since 1847. They're fat free and low in points, the currency of the realm in a Weight Watchers food budget. During my fifty-pound weight loss I basically kept rolls of them behind glass, to break in case of snack emergency.
In 2009 the Necco Wafer recipe changed, with natural flavors and colors replacing the artificial ones. A totally laudable direction for any product.
But please, New England Confectionery Company, bring back the old logo. It's timeless. It reinforces a brand that's over 160 years old. Which Necco logo do you prefer, and why? What memories do Necco Wafers have for you? Which logo redesigns bug you? Leave your comments below.
Being a "strict Catholic girl" like myself (HA) we used these wafers to practice our First Communion. Last year for Christmas, my older sister, Wendy, gave me a package as a joke, handing them to me saying "the body of Christ, Amen" and laughing hysterically at my expression! Yes, I come from "sick" stock.
ReplyDeleteI would have loved to see your expression! Thanks for sharing a fun memory, Lisa. Imagine, a lifelong bond created by Necco Wafers. What can't those candies do? :=)
ReplyDeleteOh man, Susan... I was TICKED when they chaged the formula. Part of the 2009 change was to drop the green wafers. Horror! As a native New Englander, I grew up with all the Necco products (Gotta love the Skybar!)I still eat a half a roll of Necco's a day! I cut the roll in half and eat half one day; the other half the next. The GOOD news is that Necco has finally responded to customer presure (and a sharp drop in sales) and has returned to the former recipe! And the old packaging is back too!
ReplyDeleteUnknown, your comment was the inspiration for a new blog post! I can't tell you how thrilled I was to hear your news! I'm looking forward to reading your blog. You write very well. You wouldn't be Stephen King by any chance, would you? :=D Susan
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