The California cooperative Blue Diamond Growers, uniting more than 3,000 almond producers, has unveiled an updated identity developed in collaboration with the agency Turner Duckworth. The organization has been operating since 1910 and has played a key role in turning almonds from a regional product into a global commodity and a symbol of healthy eating. Today, Blue Diamond remains the world’s largest almond exporter and the owner of popular brands, including Almond Breeze.
The company’s previous logo had been in use for many years and had become recognizable; however, over time, its graphics had lost relevance. The mark contained numerous lines, decorative shadows, and small curls. All this made the image overloaded and poorly suited to modern media.
Turner Duckworth proposed a more contemporary solution. The new logo is based on the diamond shape, which has always been associated with the company’s name. In the updated version, unnecessary decorative elements disappeared, and the graphics became simpler. It is now a defined blue symbol, complemented by fresh typography. The serif font became larger while preserving a reference to the tradition of the old mark.
An interesting innovation was the symbolic spark at the bottom of the diamond. It resembles the glint of a precious stone and hints at the energy and nutritional value of almonds. The small detail balances the composition and adds dynamism to the image.
The updated style was also reflected in product packaging. Now the logo is always the focal point, while almond imagery plays a supporting role. The palette became more expressive, which makes it easier to distinguish flavors and product varieties. It helps consumers navigate the shelf more quickly and connect the products with the brand.
Blue Diamond’s Vice President of Marketing, Maya Erwin, noted that the update does not abandon tradition but makes the brand more contemporary and accessible to a new audience. Almonds remain positioned as a product for a healthy lifestyle, and the updated visual language reinforces this direction.
Turner Duckworth’s Creative Director, Miles Marshall, explained that the team consistently removed everything to create a mark that reflects the company’s character. This is how the concept of the “champion of almonds” appeared. In this context, the product is perceived as a source of energy, and the brand serves as its primary representative in the global market.
The new style includes additional symbols. Small stars, glares, and decorative accents make the visual language more adaptable to the digital environment and diverse communication channels.
As a result, Blue Diamond received a modern and holistic design rooted in its rich heritage. The company demonstrates industry leadership and reaffirms its intention to remain the world’s leading ambassador of almonds.