Posted Tuesday 17th March 2009 12:09 GMT
I agree the new logo is shit, but to be fair, the old one is incredibly shit so is there much of an issue? Anyhow I'm sure there's infringement going on here somewhere, or plagiarism. The logo company will make a nice bit of cash though.
Corporate gone mad... indeed, who cares what the logo looks like, won't make it sell more
Posted Tuesday 17th March 2009 12:20 GMT
I don't think they should be changing it at all, the original is familiar and recognizable, if a little german. A logo change won't sell more food, making macaroni cheese that isn't bright orange will.
Posted Tuesday 17th March 2009 12:21 GMT
At least they didn't use Comic Sans.
Posted Tuesday 17th March 2009 13:25 GMT
It worked fine... so why this new happy-happy-joy-joy version?
Posted Tuesday 17th March 2009 13:25 GMT
"At least they didn't use Comic Sans."
What? the fall-back of corporates who feel the need to emphasise 'fun'?
How very dare you! we put up with a lot of swearing round here but use of the'C' word should mean no pleasant visit from the Moderatrix but straight to the ducking stool in the cess pit.
Please, think of the children!
Posted Tuesday 17th March 2009 13:25 GMT
>by seven "flavour burst" icons each of which represents "a different division of Kraft’s business".
If we, the unwashed masses, have to be told the significance of the number of bits that make up the logo then it was pointless telling us. Neither am I impressed by that rather dashing smile, when I thought it was a stalk I was at least not confused. Now I see a flower head poking out of the corner of somone's mouth. Just imagine what a mouthful it would be if they had employed the same thinking for Heinz and their 57 varieties.
And as for "flavour burst", that's been nicked from Opal Fruits.
Posted Tuesday 17th March 2009 13:25 GMT
The Yoplait logo you have is the one used in Europe, the one used in North America is rather different (where it is a franchise owned by General Mills).
I'll get my anorak.
Posted Tuesday 17th March 2009 13:25 GMT
It isn't circular! Sick and tired of that trend over the last few years, all the rebrands using new circular logos, to suggest they the company in question will disappear up it's own fundament during the next recession!
Posted Tuesday 17th March 2009 13:25 GMT
Come on, get over it. I mean its not like it could be mistaken for a Meerkat, is it?
Posted Tuesday 17th March 2009 13:25 GMT
I wonder how many millions were pissed away on that?
Also worthy - the SciFi channel's change to SyFy - which means filth in Polish.
Posted Tuesday 17th March 2009 13:25 GMT
Who in the hell persuaded a corporate like Kraft that a new 'global identity' i.e. a new logo, was going to 'drive the company forward'. Man, they could sell 'fridges to Eskimos (sorry, that's non-PC - Inuits).
Not only that they sold them a crock of shit. Dreadful "design"...
/with a copy of 'Who Moved My Blackberry?' in the pocket.
Posted Tuesday 17th March 2009 16:42 GMT
And I can well imagine the probing they are going to get from Yopliat's legal tentacles....
Sorry Dave; it IS rather meerkatish.
Posted Tuesday 17th March 2009 17:18 GMT
Some marketer <spit> has convinced some manager <spit> that people buy, or don't buy, their products because of the logo design.
Or maybe it was a rogue graphic designer masquerading as a marketer?
Common sense tells you that the world just doesn't operate that way, but then common sense seems to be in very short supply in the executive suites of the world.
This is not news.
Tux, because he's a logo with many different versions and they all work equally well.
Or is Tux a lady penguin?
Posted Tuesday 17th March 2009 21:45 GMT
That's the mistake, right there. In some cases, what Kraft sells isn't "food".
http://www.farmanddairy.com/news/fda-warns-kraft-about-using-mpcs-in-cheese-products/123.html
They have had to relabel some products to *remove* the word "food"
Posted Tuesday 17th March 2009 21:45 GMT
"Hey guys, now we have a globally established brand whose strength of awareness is a century in the making, what shall we do?"
"CHANGE THE LOGO TO SOMETHING RANDOM THAT NOBODY RECOGNIZES!"
"Awesome idea! Now pass me the pipe!"
Posted Tuesday 17th March 2009 21:45 GMT
...you know that product differentiation is over for them. Just another generic in expensive packaging.
Posted Tuesday 17th March 2009 21:45 GMT
Marketing companies are having a tough time now that advertising revenues are falling. But hello! Perhaps they have a new victim - all they have to do is persuade a vulnerable company that falling sales aren't down to a global economy in the toilet, but rather to out-of-date branding. In exchange for a couple of million, everything will be all right thanks to the Columbian nose candy brigade and the liberal application of swooshes and lower-case sans serif to everything.
It's going to be terrifying.
SyFy as Stef mentioned above is like applying a cheesegrater to the eyeball - but the strapline 'Think Greater' is somehow even worse.
Posted Tuesday 17th March 2009 22:43 GMT
ALL logos must be in Bold 20pt Helvetica, black on white. No exceptions.
This puts everyone on a even footing, relying only on the quality of product, not fancy psychological tricks to survive.
Still waiting for the great leap forward.
Posted Wednesday 18th March 2009 10:51 GMT
FARKT
Paris - smothered in yoghurt...
Posted Wednesday 18th March 2009 10:51 GMT
between yoghurt and yogurt is?
Is the former actually made from cows milk while the latter made from whatever they had spare?
Posted Wednesday 18th March 2009 10:51 GMT
Clearly the Cheese division wrote the marketing pap. Can anyone name the other 6?
Geeky specs because all Kraft food comes from a lab - except Vegemite; it comes from heaven.
Posted Wednesday 18th March 2009 10:51 GMT
"Also worthy - the SciFi channel's change to SyFy - which means filth in Polish."
No, it doesn't.
Posted Wednesday 18th March 2009 16:15 GMT
have you compared it with masterfood logo? very bad situation !!!!!!!!!!!!!!!!!
Back to the article
