The Art of Rebranding for the Digital Era

Velveeta is the latest company to replace shine and dimension with flat simplicity

Learn how the creator economy is transforming the marketing landscape, and how to cultivate partnerships to grow engaged communities at Social Media Week: The Creatorverse, May 16–18 in NY. Register now to secure your early bird pass.


For the first time in more than 20 years, Velveeta is updating its logo.

Gone is the red underline, white background with blue trim, and “liquid gold” description. All that remains, really, is Velveeta.

“Our new logo is simpler, bolder, more creamy and more expressive,” said Leah Bowman, associate brand manager of Velveeta at parent company Kraft Heinz.

The century-old cheese brand’s fresh look, created by design firm Jones Knowles Ritchie, will appear on all Velveeta products in 2022.

AW+

WORK SMARTER - LEARN, GROW AND BE INSPIRED.

Subscribe today!

To Read the Full Story Become an Adweek+ Subscriber

View Subscription Options

Already a member? Sign in