The larger Frito-Lay identity features a rounded golden form with a red swoosh or banner across it. The Lay’s logo uses a related combination of yellow, red, and white, arranged in a way that gives the potato chip brand its own recognizable appearance.
The designs are not identical, but the resemblance creates a sense of continuity.
Think of it as a visual family resemblance. Just as related products may share packaging colors or typography, companies can use similar design elements to make their brands feel connected without making every logo look exactly the same.
This approach can help a company maintain a recognizable identity across a wide range of products.
Why Use a Golden Circle Instead of a Potato?
At first, you might expect a potato chip brand to use a picture of a potato or a stack of chips as its main symbol. Yet many successful food logos rely on simpler shapes and colors rather than literal illustrations of their products.
