The picture has changed over time and in recent years quaker removed the mammy kerchief from the character to blunt growing criticism that the brand perpetuated a racist stereotype that dated to the days of slavery. Nbc reported on the development. Aunt jemima has been featured on these products for 130 years.
In her 2015 new york times piece richardson explained that the brand s name and the original logo were inspired by a minstrel song old aunt jemima minstrel shows which were popular throughout the united states in the mid 1800s often featured white actors in blackface portraying black people as lazy stupid and subservient. The brand s origin and logo is based off the song old aunt jemima from a minstrel show performer and reportedly sung by slaves. Aunt jemima s appearance has evolved over time.
This aunt jemima logo was an outgrowth of old south plantation nostalgia and romance grounded in an idea about the mammy a devoted and submissive servant who eagerly nurtured the children of. While quaker oats has already announced a change to the name logo and bottle will be announced in the fall family members want their opinions heard. Relatives of the original aunt jemima whose depiction is used to represent the syrup and pancake mix brand are contesting calls to have her image removed.
Based on the minstrel song old aunt jemima a tune reportedly sung by slaves quaker oats denotes on its website that the aunt jemima logo first appeared in 1890. The aunt jemima brand is more than 130 years old and its appearance has gone through many transformations over the years. The image of aunt jemima will be removed from packaging later in 2020 while the name change will happen at a later date.
On 17 june 2020 the owner of aunt jemima quaker a subsidiary of pepsico announced that the name is to be scrapped along with its logo and branding. It is currently owned by the quaker oats company of chicago a subsidiary of pepsico. By 1915 it had become one of the most recognized brands in us history and changed us trademark law.
The aunt jemima pancake mix debuted in 1889 the first ready mix. Aunt jemima is a brand of pancake mix syrup and other breakfast foods. The brand s parent company pepsico acknowledged the brand was.
Aunt jemima is changing its name and logo after 130 years of using a black woman as the staple feature of the brand s marketing.
Aunt jemima brand original logo. Quaker oats is retiring the more than 130 year old aunt jemima brand and logo acknowledging its origins are based on a racial stereotype.
Quaker oats is retiring the more than 130 year old aunt jemima brand and logo acknowledging its origins are based on a racial stereotype.
