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Kraft Rebranding

I am not really sure what to say about this rebrand. The original logo was iconic and everyone knows what it looks like. The new one has a generic feel to it, and I am not a fan of the “smile” icon. The tag line font is a terrible choice, which ruins the clean feel of the previous logo. Would have like to see the border somehow integrated in the new one.

With a new purpose and values setting a fresh direction, Kraft Foods also gave its corporate logo a facelift to more clearly deliver “delicious.” Starting today, people around the world will begin to see the new identity that deliciously features a smile, the natural reaction to delicious foods and experiences, and a colorful flavor burst. It signals to employees, consumers and investors what the new Kraft Foods is all about.

As always, what are your thoughts on this rebrand?

Found at: BrandNew

Anna Goodson Management

Get your ad here for 30 days, for a ridiculous price.

24 responded to this post

goddess said on February 20th, 2009

Oops. What a mistake. It looks like the client took their favorite pieces from 4 different logos and merged them together.

FupDuckTV said on February 20th, 2009

I don’t like it…

Chris said on February 20th, 2009

I believe that the change applies only at the corporate level?They are keeping the original logo as the consumer brand, so it will still be there when you are buying your Kraft products in the stores. Even if it is just being used at the corporate level, I feel like they could have come up with something a little better. The smiley/swoosh idea has been done to death! Better luck next time!

Bob II said on February 20th, 2009

That new mark says “delicious” about as much as a chunk of Velveta does.

I hate it. It’s obviously been Franksteined by too many committees.

G said on February 20th, 2009

Gees, what’s wrong with the old logo, stupid client is going to lost a lot of money by that stupid decision.

Carlos said on February 20th, 2009

Ugh. FAIL. It’s too busy and all over the place. I really hope what Chris says is the case – that this is just a corporate level rebrand, and that the classic Kraft logo will remain on the consumer packaging.

Kevin Broome said on February 20th, 2009

Once iconic, now fleeting. They will be rebranding again in 3 years.

yulianyc said on February 20th, 2009

Noooooooooooooooooooo.
What that logo put together overseas by a 7 year old girl?
I think I going to get a seizure if I stare at it too long.

yulianyc said on February 20th, 2009

Noooooooooooooooooooo.
Was that logo put together overseas by a 7 year old girl?
I think I going to get a seizure if I stare at it too long.

yulianyc said on February 20th, 2009

Did I mention it now looks like a Pharmaceutical logo… Fail.

marc said on February 20th, 2009

too complicated

Neil said on February 20th, 2009

I really really don’t like it. As you said, the old one was iconic and stood out in the aisles. Now, this just blends in and basically makes Kraft looks like a ME-TOO brand now!

Ant said on February 20th, 2009

Too big and ugly now.

ph said on February 21st, 2009

awful.

Emily said on February 21st, 2009

There was an article I read about this (http://adage.com/article?article_id=134664) that confirmed that the new logo was essentially designed by committee, and also that it will not appear on their packaging.

I think this new logo was a waste of time and money. If it’s not iconic enough to go on packaging, then it’s not right for Kraft. It feels very confused and unfocused, which doesn’t exactly present Kraft in a good light. I don’t like it because I don’t think it’s right for their company, even if it will have minimal applications.

Kerny said on February 22nd, 2009

I was expecting to see lots of negative critiques about this when i 1st saw it….looks like i’m right.

This is the last thing that u’ll expect for such a huge global corporation.

No hard feelings, but whoever design this really need to find out what went wrong in the process…

Kevin said on February 23rd, 2009

Th new logo has simply got too many components. it is difficult look at to start with, and has no relationship to the previous iconic logo except the colour.
I think the old one does need some tidying up but doesn’t mean a complete makeover.
If I walk to the supermarket today and see the new logo, I wouldn’t see it as the same old Kraft.

Wendy said on February 23rd, 2009

Honestly, I didn’t even notice the smile icon because I was so distracted by the colored flower. I hope the other comments are true, that this won’t show up on packaging. It is too much of a change from the the original logo and does nothing to capture upon existing brand recognition in the marketplace.

koukla said on February 23rd, 2009

A big NO NO NO!

Trevor said on February 24th, 2009

the new logo looks very ordinary and looks like Kraft had lost their identity.

The new logo looks like any newly-opened food store that you can find from the street.

Bring back the old logo!

Von K said on February 27th, 2009

Looks like smiles are the new swoosh.

I like the “kraft” type, fwiw. Overall this is too “plastic corporate happy.” I feel like it’s saying, “gosh darn it everything’s just super great and neato here at kraftfoods!”

It’s actually achieving the opposite of its intent, IMO. It seems like a transparent attempt to be friendly. Good thing it’s just the kraftfoods suits to have to see it.

P.S.: This logo is now called the “smile ‘n squirt.” Help me make this catch on.

Mike said on February 28th, 2009

The font could have been updated, but they should keep the red box! The new logo is just not very good.

boni- Bonnie said on March 1st, 2009

The old one is better to communicate the credible , familiar and traditional feeling.

I cant see the improvement of the new one .

mediafolder said on July 2nd, 2009

The symbol of the new logo is similar to the symbol of the old logo Yoplait. You cant’t find the old logo on the yoplait.com, but is on the yoplait.ro

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