New Logo Reflects a Pure Message

Firestone, Colo. – The National Honey Board has created a new logo to reinforce its main message: Honey is pure, all natural and contains only one ingredient. The logo will be used on print marketing materials, for trade show booths and materials, and in the Board's social media circuit, including Facebook and Twitter.

The Board has revamped its marketing messages and 'look and feel' over the past year. The new logo reflects the process of creating an image and tagline that brands honey as the pure and all-natural sweetener.
The Board used both qualitative and quantitative measurements to land on the chosen logo and tagline. Focus groups and online surveys were created to get a better idea of consumer knowledge about and preferences toward honey. According to the 2009 Use and Attitude Study, the new tagline, "Honey… The way nature intended," was the top choice among consumers, and the "Honey One" logo blossomed out of NHB's honey purity messaging.

To follow the new 'look and feel' theme, in December 2009, NHB released its newly revamped Web site, which includes an extensive recipe database, easier navigation and a foodservice page targeted at chefs and foodservice professionals. NHB has also extended its reach into the snack, beverage, candy and baking industries with news feeds on each industry and a very active baking industry Web site, http://www.BakingWithHoney.com, geared specifically toward bakers. For more information about the National Honey Board, please contact Keith Seiz at [email protected].

The National Honey Board conducts research, advertising and promotion programs to help maintain and expand domestic and foreign markets for honey and honey products. These programs are funded by an assessment of one cent per pound on domestic and imported honey. The National Honey Board is an equal opportunity provider and employer.

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Name: Emily Jack, Marketing Assistant

Phone: (303) 776-2337

Email: [email protected]