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animal logos

Meet the Wild Side of Branding: Companies with Animal Logos

From Nestlé’s birds in a nest to Bayer’s former lion trademark, these company histories show how animal imagery can play very different roles in a brand.

By ThatPainter Team 4 min read
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Companies use animal imagery in different ways: as a corporate logo, a product label, a mascot or a trademark from an earlier era. Nestlé’s birds in a nest, Petco’s named mascots, Bayer’s former lion trademark, Eni’s six-legged dog and Takeda’s Uroko show why those distinctions matter—and why an animal’s presence in a company history does not by itself prove it appears in the current logo.

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What companies have animal logos?

These five examples are documented in company histories. They are not all the same kind of brand asset, and the sources do not establish that every image remains in current use.

Company Animal image Documented role and history What the source establishes
Nestlé Birds in a nest Henri Nestlé chose a symbol showing baby birds being fed in a nest for the label of his infant cereal. The company says it adopted a “universal logotype” based on its chocolate brand in 1973 for all product categories and as its corporate logo. The company documents the image’s origins and the 1973 adoption of a universal logotype. Nestlé company history.
Petco Red Ruff and Blue Mews Petco’s history says it introduced the pair as its official logo mascots in 1991. The history establishes them as mascots introduced in 1991, not necessarily as elements of Petco’s current logo. Petco company history.
Bayer Lion Bayer describes the lion as its original trademark and says the later Bayer Cross logo eventually replaced it. The company presents the lion as a historical trademark, not evidence of the current logo. Bayer history of the Bayer Cross.
Eni Six-legged animal resembling a dog Eni recounts sculptor Luigi Broggini’s design as “a six-legged animal resembling a dog, facing to the left of the viewer, but with its head looking backwards”. The source documents this distinctive form and discusses later changes to the wider brand identity; the description should not be simplified to an ordinary dog. Eni brand history.
Takeda Uroko Takeda’s history says Uroko became the company’s official mark in 1943 and describes it as simple and easy to remember. The history establishes the mark’s designation in 1943; it does not, on its own, verify current use. Takeda company history.

What do animal logos mean?

An animal image can carry a company’s story, identify a product, serve as a mascot or remain part of its trademark history. These examples document specific origins and roles, but they do not establish a universal meaning for any animal. Claims that a particular creature always communicates a fixed quality need evidence beyond the image itself.

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A product story: Nestlé’s birds in a nest

Nestlé connects its bird-and-nest image to Henri Nestlé’s infant cereal label. Its history also records a later shift in scope: the company says, “A ‘universal logotype’, based on the Nestlé chocolate brand, is adopted in 1973 for all product categories and as the Company’s corporate logo.” The bird image’s origin and the later corporate identity are related points in the company history, but they are not interchangeable claims about every present-day application.

Named mascots: Petco’s Red Ruff and Blue Mews

Petco’s account identifies Red Ruff and Blue Mews as official logo mascots introduced in 1991. Calling them mascots is more precise than simply describing them as the company’s current logo: the historical entry does not confirm their present-day use.

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A replaced trademark: Bayer’s lion

Bayer’s history makes the distinction between former and current identity especially clear. It describes the lion as the original trademark and says the Bayer Cross eventually replaced it. The lion is therefore a documented part of Bayer’s brand history, not proof that the company uses a lion in its current logo.

A distinctive figure: Eni’s six-legged animal

Eni’s account preserves an unusual design description: an animal resembling a dog, facing left while looking backwards, with six legs. That detail matters; reducing the figure to “a dog logo” loses the form the company documents. Eni also describes later changes to its broader brand identity, so the historical design description should not be taken alone as confirmation of the current mark.

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A named mark: Takeda’s Uroko

Takeda’s history says Uroko became its official company mark in 1943 and characterizes the design as simple and easy to remember. That account establishes its historical role and date, but does not by itself confirm whether the mark remains in the company’s current identity.

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How to tell a current animal logo from a historical one

Company histories are useful for discovering where a brand image came from, but a record of past use is not a current brand guide. When assessing an example, keep these distinctions in view:

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  • Logo: The source identifies an image as a company or corporate logo.
  • Mascot: The source calls the image a mascot; that does not necessarily mean it is part of the current logo.
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For current-use claims, look for official brand materials that show the present identity. The histories cited here support the origins and roles described above, but do not establish a comprehensive inventory of companies with animal logos or verify the current design of every named mark.

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