Blue Bunny Logo PNG
The Blue Bunny logo is associated with classic ice cream flavors, summertime joy, and carefree moments. It represents the simplicity and sincere enjoyment familiar to everyone from childhood.
Blue Bunny’s story began in 1913 in Le Mars, Iowa, when Fred Wells Jr. purchased a horse, wagon, and milk route rights for $250. In 1925, the Wells family began making ice cream and distributing it rapidly to neighboring towns. Three years later, they had to remove their family name from the packaging. In 1935, the Wells brothers held a contest and chose the new name “Blue Bunny,” invented by illustrator John Vanden Brink.
In the 1950s, the company built its own dairy and large North Plant facility in Le Mars, establishing a national ice cream production base. In 1991, the brand acquired the famous U.S. ice cream Bomb Pop and soon introduced the popular Bunny Tracks flavor.
In the 2000s, Blue Bunny expanded its distribution geography and built the modern South Ice Cream Plant, which features a large freezer facility. In 2019, Wells Enterprises acquired the Halo Top brand, thereby strengthening its position in the low-calorie ice cream market. In December 2022, Italy’s Ferrero Group acquired Wells Enterprises, which includes brands such as Blue Bunny, Bomb Pop, and Halo Top. The deal was completed in 2023, though Blue Bunny’s headquarters remain in Iowa.
Meaning and History
What is Blue Bunny?
An American brand of frozen desserts, popular for its original flavors and attractive packaging featuring a blue bunny. Its range includes both affordable products and premium desserts made with natural ingredients. The company regularly releases seasonal and limited-edition products in response to consumer demand.
1913 – 1965
The first Blue Bunny logo is an illustration from the era of old advertising. The main character is a rabbit wearing a classic suit, holding an ice cream cone. The rabbit was chosen as a symbol because it conveyed lightness, joy, and family warmth.
The brand name is written in a popular, handwritten script with gentle curves. Below is the phrase “New Process ICE CREAM,” which reflects a technological approach to product creation.
The black-and-white palette creates a stylish retro effect. The lines on the logo resemble hand-drawn illustrations from old newspapers. The emblem has long existed, emphasizing trust and brand recognition.
1965 – 1970
In 1965, the brand began updating its offerings to cater to new generations of customers. The company redesigned its logo, making it brighter and more vibrant. The main innovation was a blue rabbit greeting everyone who noticed the product. The character was created in a cartoon style to appeal to children.
The color palette changed to dark blue and bright red. Blue corresponds to the brand name, while red is intended to attract customers.
The lettering was placed inside a red oval. The font for “WELLS'” is simple, sans-serif. “Blue Bunny” was written in cursive with soft lines resembling the Brush Script typeface or similar.
The new image became a symbol of brand friendliness. Changes related to a new marketing strategy focused on family audiences.
1970 – 1996
In the new design, the rabbit evolved from a full figure to a stylized head with large ears. A smile and a calm facial expression made the character friendly.
The font changed to a strict geometric sans-serif, similar to Avant Garde Gothic. “Blue Bunny” grew larger and was centered in the logo.
The color palette added a bright red shade. The “WELLS'” lettering uses this color, emphasizing the brand owner’s name.
The logo was placed within a red, rounded rectangle, creating clear visual emphasis and aiding brand recognition on packaging.
The new image aimed for modernity. Due to its simplicity and brightness, the design lasted over 20 years.
1996 – 2004
In 1996, Blue Bunny underwent a significant redesign of its logo. A branding agency working with Wells Enterprises developed it. The new style became balanced and solid, indicating the brand’s reputation since 1913.
The rabbit image was greatly simplified to a minimalist blue silhouette positioned above the brand’s name. Minimalism ensured clear visibility in stores.
The brand name font became elegant with slight serifs, similar to Copperplate Gothic. White letters featured thin golden shadows, emphasizing a premium feel.
An important detail was the red circular seal featuring “Wells” and the motto “QUALITY SINCE 1913,” which highlighted the brand’s heritage and family traditions.
Blue remained the primary color, with gold added for a premium style.
2004 – 2016
Interbrand designers created a new logo, updating the style while keeping continuity.
A yellow-blue gradient emerged, adding volume and modernity while highlighting the brand’s premium quality.
The lettering retained serifs, adding expressive shadows to emphasize depth and texture. The blue rabbit became elongated and elegant, symbolizing the freshness associated with ice cream.
A gold banner appeared below, reading “QUALITY SINCE 1913” in a sans-serif font. “Wells” appeared in the center of a red oval, highlighting the brand’s family origin.
The palette of yellow, blue, white, and red conveyed a sense of quality and tradition.
2016 – today
In 2016, the Blue Bunny brand was refreshed with a light, friendly look. Pearlfisher, the design agency, focused on simplicity and combined a bunny and the letter B into a single logo.
The updated logo is built entirely around typography. The letter B became the main element of the composition, transformed into a playful bunny silhouette. Its two upper strokes were turned into a pair of ears, and the lower rounded curl resembles a fluffy bunny tail. The remaining letters are written in a cursive style with soft contours and smooth transitions between strokes. The designers likely based the style on the popular Pacifico typeface, known for its gentle shapes and open character.
The logo uses a clean, fresh shade of blue. It evokes a sense of coolness and lightness, qualities that resonate with an ice cream brand. There are no shadows, outlines, or complex gradients. The flat color makes the emblem clear and friendly, and it is equally effective for digital use and product packaging.
The flowing, slightly slanted letterforms visually convey the texture of soft ice cream. They create an atmosphere of naturalness and closeness to a family audience. The result is a cohesive, welcoming image perfectly suited to children and families.
