ConAgra Foods' New Identity Swaps Serifs for Love

The company behind brands such as Reddi-wip, Chef Boyardee, Swiss Miss, and Orville Redenbacher’s has retooled its identity. In place of the serifed, rather woefully kerned logo of old, ConAgra Foods is rolling out a more lovable look. There’s a lot going on here: a cleaner typeface, a leafy “r,” a pinch of avocado to go along with a deeper red, and a tagline—”Food You Love”—that the company hopes will “reinforce the individual company brands that consumers love.”