Labels

Our Logos Through History

Original Logo

Classic Label

Current Logo

The world of oranges joined the world of graphic arts in the 1920s, in response to the need to seek new markets abroad. Orange exports and increasing competition from other countries in international markets led orange companies and exporters to use a quality mark to differentiate their products. Farmers no longer took their products straight to market or sold them at their own roadside stalls. The process became more complex and the market grew considerably.

Labels were stamped on fruit boxes to identify them during long voyages. The fruit was carefully packed in wafer-thin paper, which also often bore specific designs.

Oranges are presented to consumers as if they were attractive confectionery products, hoping to awaken the customer's senses. All graphic design is a kind of advertising, serving the sole purpose of selling the product and stimulating the mind. The most effective advertising campaign is the one with the strongest idea, expressed in the simplest, most concise and clearest possible way.

The quality of labels varies considerably, as does the chosen subject matter. The idea was simply to spread a quality mark or seal — a good colour and an even better taste — across European markets.

Here is a selection of labels and stickers, most of which were designed by artists from Valencia, in alphabetical order.