Panera is an American bakery-café chain based in the United States that retails a wide range of baked goods and pasta, tortillas, sandwiches, and drinks. In addition, the store offers a special menu, each dish from which can be bought to go. It includes soups, pasta, salads, side dishes, pizza, fruits, smoothies, chocolate, coffee of any type, and more. The bread is always fresh, as the in-house baker in the morning bakes it. The brand structure includes over 2,000 points of sale located in the United States and Canada. It is headquartered in Sunset Hills, Missouri. In the Greater St., the Louis company operates as the Saint Louis Bread Company and owns over 100 offices. In turn, it belongs to JAB Holding, which the Reimann family of Germany owns. The brand appeared in 1987.
Meaning and History
Rosenthal’s spouses, Ken and Linda, started the successful café-bakeries. They opened a firm in Kirkwood (Missouri) called The St. Louis Bread Company. For business, start-up entrepreneurs received a loan of 150 thousand dollars and fully invested them in the business. They developed and supported their enterprise in every possible way, turning it into a popular network, which in 1993 was acquired by Au Bon Pain for 23 million dollars. She also renamed it Panera, taking as a basis the Latin concept meaning “breadbasket,” “breadbasket.” This landmark event took place in 1997.
Then the brand sold Au Bon Pain and focused on bakery baking, for which it renovated 20 buildings. Every year their number increased, and the head office moved to more and more large settlements until it ended up in Sunset Hills. At the same time, the company bought out competitors and gave them its name. In 2008, the brand expanded beyond the United States and expanded into Canada. Around the same time, the company’s concept was radically changed: it announced that it uses only natural products and refuses any artificial additives.
In 2014, Panera introduced a digital format for paying for purchases: it became possible to order goods online and pay remotely via tablets or smartphones. The assortment of ready-made meals has also expanded: soups, side dishes, hot chocolate, soft drinks, coffee, salads, etc., have been added to the menu, intended both for food on-site and for take-away. In 2018, the company opened its service to deliver dishes and other products. In 2020, pizza was also added to the list. All shops operate under one sign, regardless of location. In total, the network has five emblems.
1987 – 2005
At first, the image was black and white. A woman with flowing hair was drawn in dark contour lines on a light background. Long strokes represented an arm, shoulder, face, and bread. It was a classic oval-shaped loaf. The granary held him like a baby and looked tenderly at the freshly baked bun. Under the bottom, there was an inscription made up of the name of the trademark. The words were arranged in two lines: “Panera” at the top, “Bread” at the bottom. The last of them was taken into an ellipse, resembling a loaf. The Asian-style font was custom designed.
2005 – 2011
The designers have kept the curly letters and the image of a woman hugging bread. They only added color to the existing version, using beige as a background. It most closely matches the shades of fresh baked goods.
2011 – 2020
The developers have smoothed the body text without changing a single letter in it. But for the additional inscription, which is located at the bottom, they used a different font – an even and strict grotesque. The authors also removed the oval that surrounded it. The woman’s hair was placed against a beige background, just like the head.
2019 – 2020
The emblem underwent a redesign, after which it received a new look and shape. The key changes affected the image of the girl: a bundle of ears appeared in her hands, not a loaf of bread. The artists redrew the “mother of loaves” pose so that the face was positioned not in frontal view but in profile. Hair no longer fluttered: their designers neatly “styled.” The brand name was placed in one line, not two. The letters got white, a dark outline, and backlighting, so they became three-dimensional. All elements were in a black rectangle.
2020 – today
The modern interpretation of the logo is an almost identical repetition of the old version. There is a difference, of course, but it is not striking. If you look closely, you will notice a different form of the woman’s disposition. She is depicted straight ahead and looks ahead. In her hands is a loaf of bread, a third of which the “granary” has broken off. The word “Panera” is made in the same font but with letters connected to each other: “a” in conjunction with “n” and “e” – with “r.” The Bread lettering is at the bottom and is painted in beige. Now all the elements are placed on a semi-oval green background. It looks like the mouth of the oven where bread is baked. And green indicates the environmental friendliness of products and the naturalness of the ingredients used.
Font and Colors of the Emblem
The visual identity sign of the bakeries and coffee shops chain is based on stereotypes: bread plus a woman-mother. In this case, it is the “breadbasket,” the “breadbasket.” Her image was redrawn twice, but it never disappeared from the logo because it completely matches the theme of bakery products – home, family, giving warmth.
For the main inscription, a typeface of the same name was used with letters in the Asian style, as if they were made with short strokes. It was first published in Fontmonger.
The colors correspond to the bread theme, with a predominantly light beige. White, black, and olive green are also present. The first one is used as a background in the early logos. The second one contains all the inscriptions. The third one serves as a background in the very last emblem and testifies to the product’s environmental friendliness.