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Positive aspects of the redesign: Capital bold fonts of the old logo have been replaced by the lowercase text, adding a soft and welcoming look to the logo.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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Great site this blog.corporatelogos.ws and I am really pleased to see you have what I am actually looking for here and this this post is exactly what I am interested in. I shall be pleased to become a regular visitor
I think there is way too much going on in this logo. I understand them wanting to uppdate but this is poorly executed.
The topic is quite trendy on the Internet at the moment. What do you pay the most attention to when choosing what to write about?
There is obviously a lot to know about this. I think you made some good points in Features also.
SCOWL!! … when we design logos at Brandit Logos, we’re often faced with the question of where can we connect ‘intentionally bold’ (getting people’s attention in our cluttered world), ‘unique’ and ‘timeless’ — it’s important to have all three I think to maintain people’s attention … I think the people at Kraft who signed off on this idea should be asked some serious questions about their understanding of the importance of brand consistency and potency. I can see what they were trying to achieve, buy this new design has really diluted Kraft’s brand strength… I feel that they would have been far better to incorporate the ’smile’ and the little ‘happiness explosion’ into their product artwork, not the logo itself.
tks for the effort you put in here I appreciate it!
I thought it was a tongue! (not a smile)
Most of the time I do not place comments frivolously, just that I wished to say “Happy Thanksgiving” to everybody!
just keep the kraft foods, no tag line, no “symbol” persay, that will look nice.