In 2009, Kraft Foods Group, Inc. introduced a mark that baffled consumers and advertising enthusiasts everywhere. The iconic red shape with the blue Kraft inside had become an American icon and for a company that has been around 109 years it didn’t seem likely for a brand overhaul. The mark had thin typography in two different strokes and the fonts were lost. The tagline was written below it in a contrasting font. The red “swoosh” and flamboyant “firework” icon were meaningless and provided nothing to enhance the brand image.
The worst part, is the “firework” added an array of completely unnecessary color to the logo. According to Forbes, Kraft is moving from the New York Stock Exchange to NASDAQ with the move to spin off its North American business and rebrand its corporate parent: “Kraft is moving its faster-growing global snacks business into a new company named Mondelēz International, ticker MDLZ, while its spun-off North American grocery business will keep the Kraft Foods name but trade under ticker KRFT. Both stocks will list on the Nasdaq when the breakup is complete, and the KFT symbol will be retired.” To celebrate their “Independence” they released a new logo that stays true to their first concept.
I was extremely happy to see this one revert back to the original concept considering I named it number one on my Poll Article, Top 10 Worst Corporate Rebrands. It should also be noted that striving too far from the original design and concepts was the top choice for corporate rebrand failure according to our readers. I like the new font choice as it feels much more modern, inviting and easy to read. I think the shape has been slightly tweaked to feel smoother and is not quite as wide. Finally, the color has improved to read darker. As far as I know this is an in-house design job. Here’s a look at the original design.
Here’s a look at the original Kraft logo in case you forgot:
North America’s fourth largest consumer packaged food and beverage company, Kraft had revenues of approximately $19 billion in 2011. The company has an unrivaled portfolio of products in the beverages, cheese, convenient meals and grocery categories. Its iconic brands include Kraft, Maxwell House, Oscar Mayer, Planters and JELL-O. Kraft’s 25,000 employees in the U.S. and Canada have a passion for making the foods and beverages people love.
Tony Vernon, CEO of Kraft Foods Group, Inc joined employees in the company’s Northfield, Ill. headquarters to ring the Opening Bell of the NASDAQ Stock Market and kick off the new food and beverage company’s first day of trading as an independent company. The spin-off of Kraft Foods Group was completed by Mondelez International, Inc.
“Today is the beginning of a great new company, a totally new Kraft, one with the spirit of a start-up and the soul of a powerhouse,” said Vernon. “We are proud of our rich history and deeply passionate about Kraft’s future. We see this as an opportunity to build something extraordinary, to create a renaissance in the North American food & beverage industry.”
Today’s Kraft is a $19 billion food & beverage company with a portfolio of beloved, iconic brands and an entrepreneurial spirit. Kraft’s success story has been an enduring one thanks to the entrepreneurs and innovators who have made the company what it is today. In honor of these present and future makers, Vernon was joined on the Opening Bell stage by American and Canadian employees representing the teams who will write the next chapter of Kraft’s story, including those from manufacturing, transportation, sales, finance, R&D and marketing.
“Our strength is in our people,” said Vernon. “We are 25,000 strong and together we will make the new Kraft.”
Kraft has a strong foundation on which to build. The company has an array of brands that is unprecedented and its products occupy the shelves of virtually every refrigerator and pantry across this continent. The company continues to make innovation the key driver of customer and consumer delight. Ten of the company’s brands achieved sales of $500 million or more in 2011, while an additional 17 brands posted sales of $100 million or more last year. Overall, this is a great move for Kraft and a breath of fresh air for the organization.