Really Kraft? Ever heard of Yoplait?

This is spreading across the designers’ world like a virus, but it’s another example of huge companies rebranding themselves poorly, and in this case, using another company’s branding that’s already been established – and in practically the same industry! (albeit, the Yoplait logo is technically European)

The logos don’t even need my critique – just look at the photo, the similarities are undeniable. But really Kraft? You dropped your old, instantly recognizable, adequately designed logo for this?  As I read on another blog, it feels more like a daycare center logo than a food company – especially when you consider the foods that Kraft is mostly known for – oreos, macaroni and cheese, Kool-Aid, Cheez Whiz?  Come on, you’re not a mom n’ pop healthfood company distributed by Trader Joe’s – you’re Kraft – and now your logo looks like it’s trying to say “light, airy, healthy, active”. I don’t think it’s going to fool anyone.

Ultimately, you had a brand that was well known, felt like a master branded logo, and could be recognized by shape alone – nevermind the K-R-A-F-T – legibility ceased being an issue. I’m surprised that they would take something worth so much in equity, and just kick it to the curb.

Ultimately, it’s a huge corporation, and I couldn’t care less about how they brand themselves, but I can’t even begin to understand the mentality in “change for the sake of change” – stop doing that.

One Response to “Really Kraft? Ever heard of Yoplait?”

1. Hutch says:

   March 25, 2009 at 7:15 pm

   Absurd. And you really hit the nail on the head about the impression the logo leaves — if Kraft is anything, it’s not light and flowery.