The Campbell's Company
The corporate logo was the white Campbell's script on its own. As The Campbell's Company it keeps the script and adds "The" above and "Company" below in small capitals.
The Campbell's Company logo before and after
BeforeUntil Nov 2024
Logo: The Campbell's Company. Source: campbellsoupcompany.com (archived)
AfterSince 19 Nov 2024
Logo: The Campbell's Company. Source: thecampbellscompany.com (archived)
Key facts
The Campbell's Company launched a new logo on 19 Nov 2024.
- Brand
- The Campbell's Company
- Launched
- Studio
- Not recordedAdd it
- What changed
- The corporate logo was the white Campbell's script on its own. As The Campbell's Company it keeps the script and adds "The" above and "Company" below in small capitals.
Cite this Rebrand Log, "The Campbell's Company new logo (2024)", https://rebrandlog.com/rebrand/the-campbells-company-2024/, last updated .
The The Campbell's Company rebrand, explained
Shareholders approved the change from Campbell Soup Company to The Campbell's Company at the annual meeting on 19 November 2024. The company said the new name took effect once it filed an amendment to its certificate of incorporation in New Jersey, and that the idea was first discussed at its investor day that September.
The company said the name reflects "the company's broad portfolio of leadership brands, from Campbell's soup to Goldfish crackers and Rao's pasta sauce". It counted three $1 billion brands, Campbell's, Goldfish and Pepperidge Farm, with Rao's on the way to becoming a fourth.
The change was corporate only. The company said it did not affect the Campbell's soup brand or its packaging, and its CEO promised that the red and white soup labels "will be on shelves forever."
In short: Soup left the company name, not the shelf.
Quote
“This subtle yet important change allows us to retain the iconic name recognition, reputation and equity we have built over 155 years while reflecting the full breadth of our portfolio”
Press
Sources
- 1. thecampbellscompany.comhttps://www.thecampbellscompany.com/newsroom/press-releases/shareholders-overwhelmingly-approve-the-change-in-company-name-to-the-campbells-company-at-annual-meeting/
- 2. businesswire.comhttps://www.businesswire.com/news/home/20241118626807/en/Shareholders-Overwhelmingly-Approve-the-Change-in-Company-Name-to-The-Campbells-Company-at-Annual-Meeting
- 3. apnews.comhttps://apnews.com/article/campbell-soup-name-change-brand-b0ca80c16572387a2c25b67622bc6488