Kraft Foods today unveiled a new corporate logo and brand identity, a move analysts say could better position the food company against private label goods.
Kraft, which owns brands like Velveeta and Oreo, is making the announcement at the Consumer Analyst Group of New York conference, currently taking place in Boca Raton, Fla. Bearing the slogan, "Make today delicious," the new Kraft logo consists of an upward, red smile exploding into an array of seven "flavor bursts," each of which represents a different division of Kraft's business. (The triangular shape, for instance, is meant to evoke Kraft's DiGiorno pizza brand.) The logo will begin appearing on the back and side panels of Kraft-branded foods worldwide. Kraft worked with design agency Nitro on the launch.
The food giant has undergone a series of logo and name changes throughout its 106-year history. The latest logo, however, is an attempt by Kraft to distinguish between its corporate and product brand identity. In a recent interview with Brandweek, Kraft chief marketing officer Mary Beth West said the company felt the need to redefine its mission, especially as Kraft reaches the turning point of CEO Irene Rosenfeld's three-year growth plan.
