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Apr 28, 2005 | Richard Bird | 88 Comments

Brand Icon Mystery

Logo designers everywhere are quite familiar with the careful transformations of historic brands over time: Quaker; Prudential; Bell Telephone; et cetera.

Can you guess this one? There’s a 75-year history behind it. Despite what little there is of this showing, I do believe it’s possible someone might get it right rather quickly. But just in case, I’ll be updating the image every so often to reveal just a little bit more. Check in.

4/30 update. Just a little bit more of this vintage brand’s curves. I know I’m not making this easy, but that’s what makes an interesting challenge!

5/2 update. Time for another image. This one a different view. And a clue: “The Pillsbury Dough Boy and Al Unser share this in common.”

5/2 PM update. Joel Schou has guessed right. Jiffy (Mix) is the correct answer. No time right now, but I will post interesting details behind this one!

5/6 Update: All About Jiffy. Jiffy Muffin Mix first appeared in 1930, the product of family-owned Chelsea Milling Company in Chelsea, Michigan. Though, the primary display panel background is entirely white, the product is often referred to as “the little blue box,” which can be found in tens of millions of households in the United States and some foreign countries via the U.S. Military.

Today, Jiffy remains the undisputed leader in a $250 million category with more than 55% of market share. Even more remarkable, Chelsea Milling Company doesn’t spend a dime on advertising and marketing. Success for 75 years is by repeat customers and word of mouth.

Currently at the helm of Chelsea Milling Company is Howard “Howdy” Holmes, grandson of founder Mabel Holmes. Howdy Holmes is included among the best in Formula 1 race car driving in the 1970’s and 80’s, winning Indianapolis 500 Rookie of the Year in 1979. (Hence my reference to Al Unser and the Pillsbury Dough Boy - both having been competitors with Howdy Holmes!)

A good backgrounder on Chelsea Milling can be found in an article that appeared in Fortune Small Business magazine.

It’s commonly believed that the package design has never changed, but that’s not entirely true. There were several, relatively adventurous experiments early in the brand’s history. The mark chosen for this little game appeared first in the early 1930’s on side and back panels - never making it to the PDP, as far as I know. The quirky quotation marks, however, have resisted change and are as much a part of the brand’s unique character as its bright yellow muffins.

—
5/6 Update: That’s not right. It’s no surprise that few outside of the U.S. know Jiffy. And “that’s not right.”

So, I will send at my own expense two boxes of Jiffy Muffin Mix to the first 10 unique country delivery requests posted here on About Design after 17:45 GMT-5 (New York time) on 6 May 2005. One for you and one to share with a friend.

Post your name and country here so everyone can see the top 10 unique countries as they come in. Then send me an email with complete information.

I will send a box out within a week by U.S. Post, so don’t expect it overnight! (Unless you wish it so at your expense! :)

There are 88 comments so far | Post a comment

Adam | Apr 28, 2005

I just hope it’s an american brand I’ve never heard of because those double quotes have me clueless

Richard Bird | Apr 28, 2005

You are absolutely correct, Adam. News sources far and wide have labeled this brand an “American Icon.” It’s interesting that the quote marks have you puzzled. I was considering making them the only thing visible at first, since they are unique to this mark’s character.

Raymond | Apr 28, 2005

That’s not part of that IBM @ thing is it? The one that looks like an e?

Blakems | Apr 28, 2005

Is it a communication company?

Richard Bird | Apr 28, 2005

Raymond, Blakems: No and no. (To make things simple, going forward I will respond when comments move in a positive direction toward the solution. Assume otherwise if no response.)

Nick Stenning | Apr 28, 2005

I’m sure I’ve seen that - at least I think I recognise it.

Is the part-circle on the right part of a stylised ‘world’ .. If not then I don’t think it’s what I think it is.

Nick Stenning | Apr 28, 2005

It’s just dawned on me … I think this is the little stickman holding the world up.

Or maybe not.

Can’t for the life of me remember where it’s from if I’m right though.

|Adam | Apr 30, 2005

so when do we see more?

Matt | Apr 30, 2005

General Electric.

Jeff Werner | Apr 30, 2005

Dang, I’ve been struggling with this logo for days. I Googled and Wikipediaed around but nothing was matching up. It looks so familiar in a way and I thought it was GE (as Matt above says) but I couldn’t find any matches in their logo history. I think the quote marks are throwing me off, and I have to keep in mind Richard may have meant the brand has a 75-year history, while the company could me much older (so is it GE?).

David Woodward | May 2, 2005

Is it Allstate? They’ve been around for quite awhile.

Richard Bird | May 2, 2005

Not a bad guess, Mutt and Jeff, since the character of this brand’s particular iteration is somewhat similar to earlier GE marks. But, it’s not GE.

(Correction: Matt and Jeff) ;)

I admit really beating around the bush on this one, but it’s not a trivial or obscure brand name. After 75 years, still number one in its category without any marketing or advertising support at all.

Tristan | May 2, 2005

Is it Printing News?

Jeff | May 2, 2005

You are killing me with this line about no marketing or advertising support.

Is this a logo that is still in use today? You mention the transformation of the brand…is this an older logo or the current one?

Tory | May 2, 2005

Levi Strauss & Co.?

Tory | May 2, 2005

Actually, I think it’s the old Twinkie/Hostess logo.

Alex | May 2, 2005

Is it the Allstate logo ?

Kurt Didenhover | May 2, 2005

General Mills?

niti | May 2, 2005

It’s Johnson and Johnson baby stuff?

TM | May 2, 2005

It looks like JnJ.

Raymond | May 2, 2005

Firestone?

Richard Bird | May 2, 2005

Excellent question, Jeff. This is not the current logo. Though, it is commonly reported that this brandmark has “never” changed, it is in fact untrue. The iteration you see here appeared briefly, yet very publicly. Great thinking, Jeff.

Chris | May 2, 2005

I would have guessed it was Johnson & Johnson as well, but after looking at the J&J website I don’t think it is.

I’m stumped, the last image of the two decenders is confusing. It looks like 2 J’s to me.

Richard Bird | May 2, 2005

Yes, brand name very much in use today. I should add: that, even though we are not examining the most current version of this brand’s logo, it still contains a most distinctive and valued element that sets it apart.

Shaun | May 2, 2005

Peterbilt?

Alex | May 2, 2005

Does it have anything to do with New Mexico ?

Mike G | May 2, 2005

I’m going with the following:

Howard Johnson
Airstream

Even though I don’t know how they apply to the clue.

andrew | May 2, 2005

Is it a financial services company?

Jeff | May 2, 2005

Interesting. I am hoping I’m old enough to have seen this logo before.

I am trying to think of brands that would not have had competition, that could have retained a #1 status with no advertising or marketing. Historical monopolies…

Sports teams, Amtrak, Disney, Bell Systems..

Chris from Scottsdale | May 2, 2005

Question: when you are using the word “brand” in this case are you referring to a product line or a company name?

Jin | May 2, 2005

1965 - first Pillsbury Dough Boy Commerical and the first Indy 500 race for Al Unser.

Indy 500 racers drink milk after they win (particularly buttermilk) and of course there’s the buttermilk biscuits and all.

Those are the only two link I could find between the two. Got me no where, though.

Brendan | May 2, 2005

Budweiser

joel schou | May 2, 2005

I’m going to guess “Jiffy” Mix.

Dana | May 2, 2005

I’m going to say Betty Crocker.

Dana | May 2, 2005

Nope, it IS Jiffy Mix. :)

joel schou | May 2, 2005

It is? Cool!

I haven’t been able to find any Jiffy Mix logos that use a typeface different than the current one and I DEFINITELY haven’t been able to find something that would match the sample. However, every logo I’ve found has the quotes.

patrick h. lauke | May 2, 2005

interesting…but very obscure for anybody living outside of the states, i guess…

Jin | May 2, 2005

Pillsbury - biscuit/muffin mix - jiffy mix

Al Unser - jiffy lube

Is that the connection?

I guess I wasn’t creative enough.

matt | May 2, 2005

well done, joel schou!

joel schou | May 2, 2005

But do we know that’s the correct answer?

Dana O | May 2, 2005

I’m working to verify it. So far, nothing. I thought the connection was the logos on the car that Al Unser drives — although I can’t verify that either! :) I guess I saw the blue and quotes and went from there. (Mr. Bird did say that the quote were unique to this mark).

I’ll keep looking into it though.

dru | May 2, 2005

so has to be jiffy

Dana O | May 2, 2005

Jiffy Mix was started in 1930. 75 years ago!

Another coincidence? It’s GOTTA be Jiffy Mix.

Dana O | May 2, 2005

Richard also said that this company has been the top in it’s field without advertising. If you go to the Jiffy Mix website, they talk about how they don’t do that — or at least pass the cost onto the consumer.

Okay, Richard, are we right?

Dana O | May 2, 2005

For the connection between Al Unser and Pillsbury Dough boy, I found out that Jiffy Mix is owned by Howdy Holmes — a former NASCAR driver. While I can’t find out right now, maybe Al Unser was sponsered by Pillsbury/Betty Crocker/GE (I think they bought Pillsbury).

I may be stretching it… :)

SH | May 2, 2005

I think it’s “Jiffy” mix as well, but their company has been around a lot longer than 75 years…

joel schou | May 2, 2005

Dana O, you sure are working hard to verify my guess ;-) Not that I don’t appreciate it… Now I’m kind of giddy waiting to find out if it’s right or not. Command + r is getting a workout on my keyboard. Gah!

P.S. Why won’t this neat little form “remember me”?

Dana O | May 2, 2005

SH,

Chelsea Milling Company has been around longer than 75 years, but the BRAND “Jiffy” Mix has been around exactly 75 years this year.

If it’s not Jiffy Mix, I think both Joel and I will be very disappointed. :)

I’m going all out trying to verify this logo since it really bugs me that 1.) I didn’t recognize it and 2.} If it IS Jiffy, that I didn’t recognize that. I think there should be more of these things on here. I’m sure we’ve all seen that “brand alphabet” chart that has been around. That thing was a blast to figure out. I think I only didn’t know two or three. One of them was Hebrew National. Still have no clue who they are. I’ve never seen their products at my local grocery store.

Jeff | May 2, 2005

Wow, I think Joel got it. I can’t find any history of the other logo either. Maybe Richard just made it in Photoshop. :-)

And to think, I DID go through my kitchen looking for matches as well…but as a young single guy, I don’t bake much, and therefore…no “Jiffy” Mix.

andrew | May 2, 2005

hebrew national makes (among other things) hot dogs. look for the logo on hot dog carts all around any major city.

Richard Bird | May 2, 2005

Congrats, Joel. Great detective work! You will have to fill us all in on how you got there. You and Dana O. are a great team. Check in tomorrow. I will post some interesting facts behind this one, including the Pillsbury-Unser link, unless you guys figure that one out, too!

Dana O | May 2, 2005

Nice job Joel. You’re awesome!

Maybe the Pillsbury-Unser link is that Al Unser won a Pillsbury bake off. :)

Joel schou | May 2, 2005

How did I figure it out? Your guess is as good as mine!

Actually, when you mentioned the Pillsbury connection, i started trying as many different milling/flour companies as I could. I tried General Mills, Kelloggs, Pillsbury, Post, Quaker Oats …Jiffy Mix… Betty Crocker, etc.

I couldn’t find any quick and easy matches for the logo, so I went back and reread your clues. The one about the quotes being such an integral part of the logo stuck with me. That had been the biggest thing I noticed when I visited the Jiffy Mix web site the first time. Then when I took note of the fact that the mystery logo wasn’t the brand’s current logo, I figured it must be it. The blues matched pretty well and the quotes were the killer. I figured it was a respectable guess, if nothing else.

So there you have it. Dana has done about 1000x more research than I did into the details behind this little project (Jiffy’s lack of advertising, for example). I just wandered over from some random link in my RSS reader, thought it looked like a fun little challenge, and gave you my best guess. I’m thrilled to have “won,” but it was an honor just to be nominated ;-)

An interesting aside: I may be a mid-20s single guy, but I DO have Jiffy Mix in the cupboard. No, I don’t bake, but nothing beats waffles for breakfast on a Saturday morning :-D

Dana O | May 2, 2005

Okay, last post and then I’m done. :)

Pillsbury has an annual “Driver of the Year” award. I’m guessing that Al Unser won that award at one point.

The only other thing I found was that someone once said Al Unser has a Pillsbury doughboy physique.

It’s interesting though…thanks to my research, I know now that 3 generations of “Unsers” were on one episode of Home Improvement, as Tim’s guests on Tool Tim. That’s a handy bit of trivia for you. So now if you ever go on a game show and that turns out to be the million dollar question, you’re welcome in advance. :)

Jeff | May 3, 2005

Joel,

Well then, you put more effort into your cooking than I. :-) But when I DO make pancakes, I use Bisquik, not Jiffy anyway. ;-)

Adam | May 3, 2005

never heard of it!

Alan | May 3, 2005

Never heard of it.

Greg | May 3, 2005

Ahh, that reminds me of when I was a kid and mom would break out the Jiffy cornbread mix and have that with some beans.

MMMM… beans and cornbread. haven’t had that in years.

For those that have never heard of it, Jiffy is an American brand of baking mixes, from pancakes to cake to cornbread to frosting.

Website

Jeff | May 3, 2005

Fairly certain that I dreamed about Jiffy Mix last night, thanks.

:)ensen | May 3, 2005

Jiffy Mix?

Never heard of it. I’m guessing that this big US brand has nearly zero global reach.

Chris | May 4, 2005

Never heard of it, either.

Kim Siever | May 4, 2005

Jiffy Mix? Sounds like a cement company who make concrete really quickly.

Being in Canada, we are bombarded with American music, movies, TV, newspapers, magazines and the like, and I have never heard of this company.

Jeff Werner | May 4, 2005

I’m Canadian and I’ve always heard of Jiffy Peanut Butter, but not Jiffy Mix.

Richard Bird | May 6, 2005

It’s no surprise that few outside of the U.S. know Jiffy. And “that’s not right.”

So, I will send at my own expense two boxes of Jiffy Muffin Mix to the first 10 unique country delivery requests posted here on About Design immediately following this one. One for you and one to share with a friend.

Post your name and country here so everyone can see the top 10 unique countries as they come in. Then send me an email with complete information.

I will send a box out within a week by U.S. Post, so don’t expect it overnight! (Unless you wish it so at your expense! :)

michaelr | May 6, 2005

Perth, Western Australia…

I wonder if I can convince my wife to cook something for me… =]

jarkko | May 7, 2005

Jarkko Laine, Finland

…and I’ll bake’em up myself ;-)

Tom | May 7, 2005

Tom Martin
United Kindgom

Jaroslav Ferlez | May 7, 2005

Jaroslav Ferlez
Slovenia

Never heard of this product… is it good? :)

Sam | May 7, 2005

Shabeer
India.

Oh the things I have to do to get something for free … what is this world coming to? :)

gleb zhgun | May 7, 2005

Russia :)

Kristoff | May 8, 2005

Belgium!
The brand’s completely unfamiliar to me. However, I did read ‘cookies’!

Jeff Werner | May 8, 2005

Jeff
Canada.

Mmmmm, muffins from across the border.

nednieuws | May 9, 2005

The Home of Heineken! (Holland, that is.) Looking forward to an enjoyable breakfast one Sunday morning :)

Brian | May 9, 2005

I’m from Texas and I’ve never heard of it or seen it. Of course I don’t think I’ve ever baked anything in my life.

carolina | May 9, 2005

Brazil!

Richard Bird | May 9, 2005

That’s it! We’ve got 10.

1. Australia - michaelr √
2. Finland - jarkko √
3. U.K. - Tom √
4. Slovenia - Jaroslav √
5. India - Sam √
6. Russia - gleb √
7. Belgium - Kristoff √
8. Canada - Jeff √
9. Holland - nednieuws √
10. Brazil - carolina √

Be sure you’ve all sent me an email with complete mailing info. I’ll send you all a note when the packs have gone out. Enjoy.

Note: A checkmark ( √ ) next to you indicates that I have received your complete mailing info. If no checkmark, please send complete mailing address to my TypeKey Email Address

Richard Bird | May 13, 2005

Okay! Just about there! Today, I went to a local grocer and bought 20 boxes of Jiffy corn muffin mix.

The cashier didn’t blink an eye at that. And the shelves were well-stocked. I’d say 500 units of the corn muffin variety were on shelf.

(For those interested, the cost was US$0.40 for each box.)

Our secretary will be mailing out the packages by U.S. Post on Monday 5/13. I’ve heard it can take up to two weeks to receive that way around the globe, so have patience.

Just add egg and water! Enjoy!

I’ll be looking forward to posts that let me know when you received yours and then your reviews.

Best regards to all.

Mike Freeman | May 14, 2005

You said Howdy was one of the best in Formula 1 racing. Howdy never raced in formula 1. He did race in Formula Atlantic, a Sports Car Club of America clas and was national champion in 1978 and then went on to race at Indianapolis being picked as rookie of the year in 1979, of course he was the only rookie in the race that year. He best finish may hsve been 6th or 7th.

Richard Bird | May 15, 2005

Mike, I’m certainly no expert when it comes to racing, its history and terminology. So, it’s no surprise to see I didn’t get it exactly right. Thanks for the correction!

Richard Bird | May 17, 2005

“Jiffy is Here!” is what 10 of you around the world will be saying when your package of two arrives in coming days. All packs went out in today’s mail. Special thanks to our office manager, Terry, for enduring the queue, interrogations and customs forms at the post office! (And, don’t forget: one for you, one for a friend.)

Jeff Werner | May 25, 2005

I was wondering where this little cube parcel on my doorstep came from today. Was I buying DVDs I really don’t need off Amazon again? But no, it’s the Jiffy Mix from R.Bird that I forgot about!

Great packing job btw (whoever did it): now I’ll have corn muffins to eat and bubble wrap to pop.

Thanks so much, Richard. I’ll follow up in a few days with a review.

Michael Roper | May 25, 2005

Received mine in Australia today too… will also post photos and stuff in a few days, but Jeff is right, the bubble wrap is addictive!

Jeff Werner | May 26, 2005

Update: I posted an entry about the Jiffy gift.

Delicious. Thanks again!

Brenda | Aug 28, 2005

OH I like the apple ones :-)

glenn coon | Nov 30, 2005

Why does the corn muffin mix contain lard?
Is there not another - more healthy - fat that can be used instead? One with a vegetable origin.

Richard Bird | Mar 23, 2006

If you enjoyed the discourse here, there’s something new for you all:
Brand Icon Mystery #2

Heather Holmes | Jul 11, 2006

Hi Richard,
My brother linked me to your website today and I have to say that I really enjoyed it. My great-grandfather (and great-grandmother) were the inventors of “Jiffy” mixes. And yes, I’ve eaten more than my share of it over the years. In fact, most of my memories growing up are of me and my dad making brownies, etc in the kitchen. I’m so glad to hear that there are this many people who know or love our products. Thanks so much for your support!
Warm regards,
~Heather

Richard Bird | Jul 12, 2006

Thank you, Heather.

When we posted our original brand icon challenge around the Jiffy logo, we had no idea that it would generate the largest response to-date… more than 85 posts. Or, that we would ship boxes of Jiffy muffin mix around the world to 10 different countries. Amazing! It’s a testament to the power of blogging.

P.S. I always have no less than one box of Jiffy Mix at home. It’s always ready… and always good!