In February of 2009, Kraft Foods unveiled a new logo to take their brand beyond the staid red and blue. It is fair to order a face-lift to mark the 100th year after their founding, but they swung the pendulum far from their world-recognized branding. Their rebrand is much the flavor of the month: explosion of color, shapes, gradients, lower case. It's very web 2.0, in the vulgar sense, but will it survive another fifty years?
Middle-ground alternatives can be explored, banking on the recognition they have in hand and coupling it with the flavors of their range of sub-brands.
Kraft could retain their history while appearing current, playing with their palette and exploiting the visual cues that distinguish them as Kraft, namely their stylized lozenge and bold capital type.
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