The Art of Rebranding for the Digital Era

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

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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.


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