Redesigned Kraft Logo – Does it make you smile or scowl?

Michael J. Taylor — Thu, 02 Apr 2009 09:31:21 +0000

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.

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.”

Positive aspects of the redesign: Capital bold fonts of the old logo have been replaced by the lowercase text, adding a soft and welcoming look to the logo.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.

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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Redesigned Kraft Logo – Does it make you smile or scowl?