Why are brand mascots rising in popularity?
The other day I started a personal project to challenge myself and have fun. I wanted to go a different route than usual, so I thought a mascot would be entertaining. Other than starting the project right away, I like to research as much as possible beforehand to grasp what I’m doing.
When I started studying mascots, I realized they’re becoming highly popular, which seems unusual for 2023.
Why is it that in a time where several brands are opting for simplification and digital adaptation for their logos, others are bringing back the vintage, cheeky play of mascots?
What is about them that makes us love and identify with them so much, even if they’re jerks?
Today, I’ll try to answer these questions and present some of the ideas/opinions that I’ve come across.
The root of the word
Even though mascots are a massive part of popular culture in countries such as the USA and Japan, the term has its roots in Europe.
The French word Mascotte — which means lucky charm — was first mentioned in 1867 and later popularized by Edmond Audran in his 1880 opera “La mascotte.”
In 1881, the word mascot entered the English vocabulary, meaning “a person or thing that is supposed to bring good luck, especially one linked to a particular organization or event.”
Could it be more fitting?
Historic background
Since medieval times, makers developed proprietary marks for quality control and counterfeit prevention, so buyers could tell that the product belonged to them. So, by the 1700s, everyone that their trademark or personal stamp.
With the Industrial Revolution and mass production era, having a distinguished visual identification that could stand out was even more critical. As a result, sellers no longer relied solely on trademarks but often created advertising materials that incorporated their package and additional characters to communicate their products and establish proximity.
Some examples from this period are:
· The Quaker Man. Created by Quaker Oats in 1877 to portray purity, honesty, and integrity. It has been modified but still resembles the original one a lot.
· Bibendum or the Michelin man. It was designed in 1898 for the Michelin Tyre company. He lost weight and his smoking habits but still represents the company today.
· Mr. Peanut. Born in 1916 for Planters Peanuts. It became the symbol for the entire peanut industry from the 1930s to 2020 when we officially retired (actually sacrificed during Super Bowl).
· The elf brothers Snap, Crackle, and Pop. Born in 1928 for Kellogg’s Rice Krispies. Though stylized differently through the decades, they are still on the cereal box.
Japan’s Yokai
I’m ignorant of Japanese culture, but one thing that I deeply associate with Japan is mascots.
Loved worldwide, Japan has the cutest characters ever created. However, this practice spans the entire society. Mascots are used in public services, sports, and corporate companies.
What I didn’t know until recently is that, similar to what happened in the West, there’s a deeper meaning for Japan’s love of mascots.
Through the 19th century, Japan suffered losses for decades due to the Plague. According to a legend, on several nights, locals from a village could see lighting coming from the coast toward the sea. One night, when going to investigate, an officer spotted a strange creature who had the beak of a bird, long hair, a body full of scales, and three legs. It said it was called Amabié and predicted that the upcoming years would provide generous harvest and that the Plague would go away as long as people kept an image of Amabié to protect them.
What was Amabié? An Yokai.
Yokai are monsters from Japanese folklore. These monsters have been passed from generation to generation through oral storytelling and inspired people to create new characters.
They can be shape-shifting demons, animal-like creatures, inanimate objects, or ghosts with a spirit of their own. These manifestations are responsible for unexplainable situations. Sometimes they’re good, but mostly bad things are connected to Yokai.
So for centuries, even before Japan existed in the way it does today, people believed in Yokai, and they became a significant part of their belief systems and culture.
Pokemon, Doraemon, Totoro, and Kurama, who became famous mascots, were somehow influenced by the Yokai and the Japanese love for their cultural heritage.
The 1950 and 60’s consolidation
After World War II, consumer goods and entertainment became the front center of production and economic growth. This new optimistic outlook on the future meant that not only good design was good business, but also that good design and good advertising were even better.
So when the 50s railed in, there was a big push in the consumer and corporate businesses market to shape reputations that could be reliable, trustworthy, and easily identified.
The usage of realistic human illustrations was no longer enough to stand out. Everyone was already doing that. It was time to introduce alternatives that could maintain a deep connection with the audience.
Mascots did just that. Colonel Sanders, Geoffrey the Giraffe, Captain Horatio, and Ronald McDonald are some of the mascots created during this decade.
What differentiates mascots from symbols
Even if mascots often appear closely related to the brand’s logo, their purpose extends far beyond being the company’s symbol.
While the logo — with or without symbol — serves identity and recognition purposes, mascots are an extension of the personality, values, and culture.
Simply put, the logo embodies the brain, the rational side of a brand. But on the other hand, the mascot is the heart and emotion that connects to the consumers.
However, since mascots vary so much in style, purpose, and appearance, sometimes it’s hard to differentiate what can be qualified as a mascot, even if we consider their emotional attributes.
Would you say that Penguin from Penguin books is a symbol or a mascot? What about Playboy’s bunny? And WWF panda?
The Mascots’ comeback
Since last year, I’ve noticed that mascots are making a big comeback. I wouldn’t necessarily call it a trend but rather a cultural response.
The pandemic, worldwide inflation, the war in Europe, the increase of far-right movements, technological addiction, and many more disheartening factors contribute to isolation and disbelief.
As a result, recent and upcoming brands will have a more challenging time convincing people to buy their products. One strategy for having a higher shoot is by introducing a mascot. One that speaks to the audience about the business or to whom they can relate.
Last year, Gopuff, an American food delivery company from Philadelphia, introduced a new freshly made pizza called The Mean Tomato. With it came the mascot of the same name. It’s red, annoying, and in charge, embodying the disruptive persona and attitude the brand wants to communicate to stand out from competitors. And even though I live in Portugal, far from being a potential consumer, I love this mascot.
Conclusion
Brand mascots’ rise in usage and popularity is likely to continue. They provide a unique approach for brands to differentiate, stand out and connect to consumers in a way that regular logos can’t achieve. For these reasons, they’re here to stay.
PS: Paying homage to new contemporary companions, Counter-Print launched a book named MASCOT. I haven’t read it yet but looks awesome if you’re interested in exploring the subject more.
