Food Giant Unveils New Look for Corporate Communications, Website
From Advertising Age Online
This article is about Kraft's introduction of their new communications logo. Planned to be used only for corporate communications and on their website, the logo will not be found on the grocery shelves. The accompanying tagline on the logo will be "Make today delicious."
As a design major, I guess it's my instinct to analyze logos and the meaning behind them. The whole idea of Kraft adopting a second logo really confuses me because it's taking away from the unity of the brand. It's only going to be used in the two places consumers will see the least, so what exactly is the point? And what exactly is the purpose behind the smiley face line that ends with a flower burst at the end? There's just so much happening at once and I don't understand the purpose behind the redesign to begin with.
It makes me wonder what exactly they're hoping to achieve.
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