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?
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February 20th, 2009 at 9:21 am
Oops. What a mistake. It looks like the client took their favorite pieces from 4 different logos and merged them together.
February 20th, 2009 at 12:25 pm
I don’t like it…
February 20th, 2009 at 1:23 pm
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!
February 20th, 2009 at 2:39 pm
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.
February 20th, 2009 at 3:07 pm
Gees, what’s wrong with the old logo, stupid client is going to lost a lot of money by that stupid decision.
February 20th, 2009 at 4:49 pm
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.
February 20th, 2009 at 6:27 pm
Once iconic, now fleeting. They will be rebranding again in 3 years.
February 20th, 2009 at 7:49 pm
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.
February 20th, 2009 at 7:49 pm
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.
February 20th, 2009 at 7:53 pm
Did I mention it now looks like a Pharmaceutical logo… Fail.
February 20th, 2009 at 8:06 pm
too complicated
February 20th, 2009 at 8:40 pm
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!
February 20th, 2009 at 9:20 pm
Too big and ugly now.
February 21st, 2009 at 4:53 am
awful.
February 21st, 2009 at 11:56 am
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.
February 22nd, 2009 at 11:46 pm
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…
February 23rd, 2009 at 6:43 am
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.
February 23rd, 2009 at 9:43 am
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.
February 23rd, 2009 at 10:11 am
A big NO NO NO!
February 24th, 2009 at 12:19 am
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!
February 27th, 2009 at 10:25 am
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.
February 28th, 2009 at 3:54 pm
The font could have been updated, but they should keep the red box! The new logo is just not very good.
March 1st, 2009 at 6:23 am
The old one is better to communicate the credible , familiar and traditional feeling.
I cant see the improvement of the new one .
July 2nd, 2009 at 6:02 am
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