Upward Arrow is a branding agency based in Philadelphia, and we love the brands that reflect our history, culture, and strong sense of community. Whether it’s our favorite sports teams, our go-to snacks, or the companies that help keep us connected, certain brands are woven into the fabric of our city. These Philadelphia brands aren’t just businesses—they’re part of our daily lives, our conversations, and our traditions. Let’s take a look at some of the biggest and most beloved brands that define Philly.
1. Tastykake
If you grew up in Philly, you grew up with Tastykake. Since 1914, this hometown bakery has been treating us to Krimpets, Kandy Kakes, and Juniors. Whether you pick one up at the corner store or find a pack in your lunchbox, Tastykake has always been a taste of home.
Tastykake Brand Identity and Positioning in a Nutshell (or a Krimpet)
Tastykake is all about convenience, affordability, and nostalgia. Their snacks are a staple in our lives, bringing a little joy to every bite. You can find them in Wawa, at the stadium, or in your neighbor’s kitchen.
Tastykake Brand Colors and Typography – Old School Bakery Feel
Tastykake’s signature blue and white branding gives us a sense of trust, tradition, and freshness. Their bold typography makes their logo instantly recognizable, giving off a classic and familiar feel.
2. Philadelphia Eagles
If you’re from Philly, you bleed green. To Philly fans, the Eagles aren’t just a football team—they’re family. With their recent Super Bowl win, everyone is celebrating the E – A – G – L – E – S. We’ve cheered them on through thick and thin, and the whole city celebrated when they won again this year.
Philadelphia Eagles Brand Identity and Positioning – In Short
The Eagles embody everything we stand for: grit, determination, and loyalty. This team is part of our identity, and game day brings all of us together, from South Philly to the suburbs.
Philadelphia Eagles Brand Colors and Typography
Midnight green, and black represent the deep determination that the brand represents for fans. In Pennsylvania, or ‘Penn’s Woods’, the green also reflects the trees and throughout our region The Eagles’ sharp, modern typography reflects the speed and intensity we expect from the team when they hit the field. Recently in 2022, the brand went through a refresh, updating the typography while retaining the familiar eagle logo.
3. Comcast / NBCUniversal / Xfinity
With its headquarters right here in Philly, Comcast is one of the biggest names in telecommunications. Whether we’re watching the Birds on TV, streaming our favorite shows, or staying connected with family, Comcast and Xfinity are a huge part of our everyday lives.
Comcast NBCUniversal and Xfinity Brand Identity and Positioning
Comcast and Xfinity focus on innovation and reliability. The introduction of the Xfinity was designed to provide a more modern feel to the company as it expanded its digital offerings. Their purchase of NBC further expanded their brand portfolio and they continue to use the familiar peacock logo for that brand. Although recently, they have rebranded the NBCUniversal brand again focusing more on a wordmark, while retaining the peacock for some of the NBC properties.
Comcast NBCUniversal and Xfinity Brand Colors and Typography
Xfinity’s bright red branding stands for energy and connectivity. The sleek and modern typography aligns with its high-tech, cutting-edge reputation. The Comcast brand uses an elegant sans-serif font. The recent NBCUniversal logo is a bold serif font that drew some mixed reactions when it was released.
4. Wawa
Let’s be real—no other city loves their convenience store the way we love Wawa. Whether it’s grabbing a coffee on the way to work, picking up a hoagie for lunch, or making a late-night run, Wawa is part of our daily routine.
Wawa Brand Identity and Positioning
Wawa is more than a store; it’s part of our community. From the friendly employees to the fresh food, it’s no surprise that we feel a deep loyalty to this homegrown brand. While their brand has evolved over the years, they still continue to use a goose in their logo, representing the heritage of the brand in the region.
Wawa Brand Colors and Typography
Wawa’s red and yellow color scheme is warm and inviting, just like the store itself. These are typical food colors, and while they have rolled out gasoline at many locations, they’ve continued to expand their food menu. The Wawa brand uses clean and simple typography that reflects the no-fuss, reliable service they provide.
5. Herr’s
A bag of Herr’s chips is a must at any Philly gathering. Whether we’re munching on classic Ripple chips or indulging in your favorite flavor, Herr’s has been a part of our city since 1946.
Herr’s Brand Identity and Positioning
Herr’s is all about family, tradition, and great taste. They have evolved their brand carefully so their packaging still retains a familiar feel. There’s a classic or timeless sense to the brand that they reinforce with their tagline ‘Herr’s Forever Good’.
Herr’s Brand Colors and Typography
The red and white branding is bold and instantly recognizable, just like the flavor-packed snacks inside the bag. Herr’s logo typography uses a slight serif that gives it a bold and modern feel with a slight personal touch. Perfect for a brand that many fans say makes the best snacks.
A City of Icons
Here in Philly, our favorite brands aren’t just businesses; they’re part of who we are. Whether we’re cheering for the Eagles, making a Wawa run, or sharing a Tastykake with a friend, these brands bring us together. They reflect the hardworking, passionate, and loyal spirit that makes Philadelphia great. No matter where you go, these brands will always remind you of home. We’ve also got to give a nod to Love Park, the featured image for this article. The iconic sculpture is also used by the Fairmount Park Commission as branding for the park in their merchandise and marketing materials.
*All logos are trademark of their respective owners.
