ðə lˈoʊɡoʊ fɚðə bɹˈænd wʌz bˈeɪst əpˌɑːn "ˈɛlmɚ ðə bˈʊl", mˈeɪt ʌv bˈoːɹdənz ˈædvɚtˌaɪzɪŋ mˈæskɑːt ˈɛlsi ðə kˈaʊ, dˈʊɹɹɪŋ ðə twˈɛntiəθ sˈɛntʃɚɹi.
The logo for the brand was based upon "Elmer the Bull", mate of Borden's advertising mascot Elsie the Cow, during the 20th century.