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Adweek, February 18, 2009 — 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.
Brandweek, February 17, 2009 — 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... continue reading
Advertising Age, February 17, 2009 — Kraft Foods became the latest in a string of marketers to unveil a smiley-face corporate logo, at the Consumer Analysts Group of New York this morning.
The logo is a result of what the company calls a "co-creation process" with consumers, employees, ad agency Nitro, London and another shop, Promise, whose location couldn't immediately be identified. The accompanying tagline on the logo will be "Make today delicious."
Advertising Age, February 11, 2009 — Over the past 24 hours, adland has been abuzz about "Breathtaking," a 27-page document purported to be the thinking behind Arnell Group's recent revamping of Pepsi-Cola's logo. Littered as it is with marketing jargon, images of yin-yangs, mobius strips and Da Vinci's Vitruvian man, you'll maybe wonder whether Michael Phelps wasn't the only one hitting that bong.
Advertising Age, December 1, 2008 — As we are exposed to millions of messages in our lifetimes, does the logo retain its magic? Or are we caught up in a format that once worked but is out of date?
Wall Street Journal, February 14, 2007 — As part of a world-wide rebranding effort by the big bank, Citigroup Inc. reached a deal to sell the iconic umbrella logo to St. Paul Travelers Cos. — reuniting it with Travelers, which has been identified with the umbrella since the late 1800s. St. Paul, which bought the Travelers property-and-casualty business — minus the distinctive logo — for $16.4 billion in 2004, said it plans to rename itself Travelers Cos., switch its ticker symbol to TRV from STA and once again use the umbrella to market products around the globe.
Advertising Age, February 13, 2007 — In an attempt to shoo away the ducks, geckos, cavemen, good hands and good neighbors bombarding its would-be customers, Travelers Insurance has repurchased its signature red umbrella from Citigroup.
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