Archive for the ‘Corporate Identity’ Category
Redesigned Kraft Logo – Does it make you smile or scowl?
April 2nd, 2009 | 
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I consider redesigning of logos a healthy and pleasant exercise, as it helps you maintain a unique corporate identity. However, one should be lucky enough to get the redesign work out successfully for the brand. It is a little rude to say that Kraft food products tried to come up with a joyful logo to make its customer smile with appreciation but unfortunately the redesign blunder made everyone laugh with annoyance. The new logo makes you wonder if the designer ran short of creative ideas while redesigning the logo.
Well, here I would like to mention that the new icon is not meant for the Kraft consumer products. They aim to keep their corporate logos different from their brand logo. The existing Kraft logo will still be used on cheese and all of those other Kraft products in your refrigerator. Do you think it is a wise decision?
Kraft has been always merging and taking over other food companies to become more successful and big. It has stick with its previous logo from last 40 years. This simple and recognizable logo has been doing great wonders for the company and its customers think it’s a VERY bad idea to chuck that history for the latest 21st century trend. |
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The press releases explain the beauty and aim of the rebranding as below. Have a read. “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 are all about.”
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Positive aspects of the redesign: Capital bold fonts of the old logo have been replaced by the lowercase text, adding a soft and welcoming look to the logo. The lower case letter “K” is believed to be the best part of the redesign. The red smile ends with a colorful burst of seven colors, each standing for a division of the company but at the same time it has been deeply criticized as well. Negative aspects of the redesign: The most complained aspect of the redesign is that the logo seems to be very busy and it’s difficult to find the company name within the clutter. In fact, the company name appears like an afterthought.
The hackneyed and friendly red “smile” ending up into a colorful burst has made the logo just too childish. The “Tekton” font used in the tag line is also not much appreciated. Too many colors in the logo make it look more like a logo for a primary school rather than any big food company. |
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I think I have discussed my perspective over the redesign quiet openly without knowing what you all have got to say about it. So, I take my hands off and pass it to you. Do you think the new Kraft Logo is good enough to make a powerful corporate statement for a strong and successful company like KRAFT?
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6 ways to achieve strong Corporate Identity – Look different!!
We all are always told how important is to have a strong corporate identity but never provided with any straightforward rules, to achieve one. Who doesn’t aims to make so many sales, so much profit and only so many customers? However, companies which aim to enjoy continuous success should focus their energy on creating a stable corporate image and identity to attract customers.
While striving for a corporate identity, there should be no abstract and vague concepts in your mind. It’s not as hard as you may think.
The steps below will help you work with more focus and smartly.
- Do you know which type of Identity you want for your company?
- How good is your Branding strategy?
- How good is your Logo?
- Does your branding image impart your values and persona?
- Who are your Key Clients?
- How different are you from your competitors?
Lately I came across an article where Dan Vivian, joint managing director of Design Group (whose clients include Royal Mail, Direct Line and Sony) says first step is to decide what kind of identity you want your company to have. The key formula behind every company’s success is to have a clear vision of your target.
Many people think that your brand is your corporate identity but I believe it’s more than that. After all, branding and your corporate identity are central to marketing strategy of any business. Your branding includes logo designs, creative business cards, stylish brochures and memorable ads.
I don’t think there is any business without a logo. A logo is made up of different parts; grasping word mark, Captivating corporate logos symbol, a smashing tagline. It is believed that a logo and your corporate identity have a very sensitive relation. An amateur logo can hurt your business as much as a good one might help.
Customers will trust you if your promotion material says about your values and goals. To earn credibility and trustworthiness you should convince your customer about your talent. Sometimes it is better to incorporate something about the history of the company so you can convince people about your skills and capabilities.
While making any contribution to strengthen your corporate identity, don’t forget your targeted audience. You are there to serve them so don’t ignore their requirements and demands.
To make yourself out stand in competition, study the common issues people are facing in your field of business. Inform them about your special offers and services which can help them more than anyone in the market.
Strong Corporate identity can create waves and touch all aspects of your business but you need to cover all the criteria’s mentioned above. Answering all these questions will ensure that your corporate identity and branding reaches to your target market and develop a unique identity brand for your corporate company.
So, I wish you all Best of Luck for achieving strong and steady Corporate Identity.
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