Different brands for the website/corporate comms, than for packaging? Sounds like corporate siloism to me...consumers will be confused.

I like the media comment "the new brand captures the essence of Kraft". If that is the case what does the other logo do "capture the essence of Kraft packaging"?

Yes we are in an economic crisis, and yes it is expensive to rebrand. But that doesnt mean you should only go half way

Just another rip-off logo. Not worth commenting on. Wait... that's Kraft?

AWFUL! Cheap, amateurish, trite. If they spent more than $50. on this, they wasted money and were ripped off.

Unbelievable!

Make Today Better Design!

Why are so many corporations abandoning their brand equity? Pepsi just made this same mistake. Is it a desperate and feeble attempt to potentially reach a younger generation? This theory might hold up for products such as frozen pizzas, but most of us want the reliable when it comes to our food and drinks.. and toothpaste. Fine. It is strictly the corporate logo. Then what is the point again? In this age of instability, some things need to remain classics that we can rely on. They have thrown in every gimmick in this new logo-- a smile or is it a swoosh?, the all too familiar star burst, regular weight sans, thin weight sans, italics, and how many total colors? Sometimes "change" is NOT a good thing.

Apropos of Kraft's New Logo. Looks like exactly like the product of a "co-creation process." Am I the only one who feels all this happy branding has a certain Orwellian flavor? On the other hand where's the surprise, Krafts not Exxon,or even Altria. As for Rosenfeld's description of the new logo: "...the next step in our turnaround, we're adding three new ingredients to our recipe for success: a higher purpose that acts as a common call to action, values in action that guide our behavior, and a new look and feel to visually depict our renewed energy." Wonderful sentiments for a spiritual community, let's see how it operates in the real world. Will Rosenfeld be announcing any layoffs, soon? Or stopping production on such dubious new products as Bagelfills and Oreo granola bars and the delicious sounding Deli Creations? None of them seem to reflect a "higher purpose to me."

This will be confusing to consumers. They will see this logo and wonder why it isn't like the familiar Kraft logo they see on the Macaroni & Cheese package. We had similar issues at Johnson & Johnson between the corporate brand and the product brand (Johnson's Baby Shampoo). After years of wrestling with trying to differentiate the two, we pretty much decided consumers would always see them as the same.

I'm not sure I like the new corporate logo or tagline for Kraft anyway. They both feel a little cutesy.

Fritz Grutzner, Brandgarten, Inc.

I like it.

Fresh. Colorful. Energetic.

Shows that Kraft has movement in thinking and direction.

Kudos to the originator of the logo. This would also work well on packaging.

D.

Is a smile the new swoosh? http://davidboorstin.blogspot.com/

The new KRAFT logo has some resemblance of the Stop&Shop logo. It seems like a mile marker for the organizational changes taking place at KRAFT...
As per breaking off the corporate look from what consumers see: in this time of private label uprising, I think the last thing KRAFT wants to do is tamper with the mental file/connections consumers have its brand.

Complicated design for a simple message. Norberto Isnenghi, SP-Brazil

This is horrible. Too much color, horrible use of fonts especially the one on the bottom tagline. Kraft has such a recognizable image why would they come up with this clown image? It looks like a college intern did this at best. It also has a flavor that you would see on maybe a cheap small ink-jet ink company!!!

Looks Wal-Mart Ready. Probably shlep most their product through there so in that sense, I give it a plus.

Try looking at it again and NOT thinking it looks like a Technicolor Cold Sore...

Website is updated with the new logo now. What were they thinking? Is it a fallen palm tree or a firework? Does anyone else feel like these companies (pepsi, wal-mart, kraft, chevron) will be regretting their "web 2.0" facelifts in a year or two when the look isn't trendy anymore. Do they really think they will see an increase in sales that will justify the risk of looking like a knock off mp3 player company.

Cute, but won't stand the test of time. Useful at the end of a television commercial. Take the original, add that splash of color around it and use it for a season or two; say spring and summer. Then start over. Don't use it on the product.

Excuse you, Mediafish, I am a college intern, and I can say without hesitation, and a fair bit of confidence, that I could do a better job than that. Thank you very much, haha! :o)

(By mediafish_creative February 19th, 2009 3:24 pm:
This is horrible. Too much color, horrible use of fonts especially the one on the bottom tagline. It looks like a college intern did this at best. )

Damn, I just upgraded to CS4. Does anyone know if there is a side-grade promotion for microsoft? I didn't know you could design in Powerpoint. Maybe Arnel is starting a trend.

No... just... no.