The red spoon that changed Betty Crocker
A simple change is all it took to create Betty Crocker’s signature red spoon in 1954 – and it has been an icon for the brand ever since.
Betty Crocker has been a fixture at General Mills since 1921. Yet it wasn’t until 1953 that her signature was enclosed in a red oval frame. But that logo didn't seem distinctive.
We wanted a simple, powerful icon that would quickly communicate Betty Crocker’s ties to our products in many categories, including cake mixes, Gold Medal flour and Bisquick.
New York-based public relations firm Lippincott & Margulies came aboard.
Putting Betty's image on the package wasn't realistic. So what image could convey: “kitchen helper,” “warm and friendly” and “reliable guide?”
Using the existing logo as a foundation, the Lippincott & Margulies team changed the oval into the bowl of a spoon, added a stem and handle, and tweaked the signature.
Voila! The Betty Crocker red spoon was born in May 1954.
A 1950s-era pamphlet “A Spoon Is Born,” declares: “The spoon and Betty Crocker become one, a kitchen helper, a symbol of good products and recipes, a friendly, homemaker’s guide…a familiar household implement she uses every day in mixing, cooking and eating.”
After more than 60 years, that red spoon is one of the world's more recognized logos, found on Betty Crocker products such as cake mixes, frostings, cookie mixes, meals, side dishes and fruit snacks.
Betty Crocker is a helpful kitchen companion for people in nearly 40 countries, including Canada, China, Indonesia, Morocco, Saudi Arabia, South Korea, Spain, and Venezuela.