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23Mar
- Let’s Eat! A New Logo for Kraft Foods.
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What’s on the menu? The food company, Kraft, has revealed their brand new company identity. Kraft is responsible for bringing us great food items and companies like Velveeta cheese, Oreos, Jello, Oscar Meyer products and so many more. The company is a giant in food industry and has been merging and growing with other companies for years. A while back, Kraft took over the Nabisco Company and merged with Post Cereals and General Foods.
Along with their new logo design, Kraft has also added a slogan, “Make Today Delicious.” The slogan, which is something they never had before, sits under their name, leading into the logo. The logo itself is a tilted red smile ending in seven colorful “flavor bursts,” each standing for a different division of the company. The company feels that their change is about evolving and taking the next step to bigger and better things. It seems that, that is a common thought with most companies today. When times are tight, change can be beneficial.
I think that the logo is nice, but not necessarily for them. A little too “meh”. It is a softer look with the lowercase text as opposed to the large bold lettering it had before. The original bold, capital letters had a fierce, strong feeling. The company is large and not afraid to show it. The new text is not bad in any way in promoting the company, but it does open up to a lighter, less serious feel. It’s a nice design, but it looks more like a logo for a daycare than for a food company. I think it’s the colored flower-like look that gets me. It just doesn’t make me want to open a box of Oreos and that’s not a very hard task.
Tags: Kraft, Kraft Foods rebrand, Kraft new logo, Logo Design, logo news, rebranding
- 6 users responded in " Let’s Eat! A New Logo for Kraft Foods. "
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Leave a Reply
March 23rd, 2009 at 2:30 pm
Maybe you should write a post about Kraft’s one time parent Altria, formerly Phillip Morris one of the most controversial corporations in American history. I would hate to see what their logo would look like!
March 23rd, 2009 at 2:56 pm
You should design something for it. Just for fun, send it in!
March 24th, 2009 at 5:28 am
Call me an old fart, but the old Kraft logo looks more like an actual logo and more instantly recognisable to me, instead of the “branding” BS they use these days.
The new one looks over-complicated with too many elements.
March 24th, 2009 at 7:36 am
I think the new logo is lame. I think it would be perfect for a nonprofit org or a children’s clothing company - but as far as new branding for macaroni … no thanks.
March 24th, 2009 at 7:39 am
New logo is lame and the tagline makes me groan. “Make today delicious” Ugh, Really. Is that the best they could come up with? You know they are paying some hack on Madison Avenue 6 figures for that trite garbage.
June 16th, 2009 at 8:15 am
[...] Kraft’s new logo is much friendlier in appearance and now comes complete with a tag line, which they seldom displayed prior to the recession. The smile design, and addition of the flower/butterfly graphic is in stark contrast to the bold forceful design of the old logo. I have to admit, the old logo looks like it should belong on a barrel of industrial waste products, or the side of a Hummer rather then on packages of processed cheese. [...]