Wednesday, February 18, 2009
Kraft Rebrand - Boo
Hate to vent about the new Kraft logo, but generally when a big corporation spends lots of money to rebrand, they try to eliminate elements to strengthen the read and to keep brand recognition. A good example is when Federal Express changed their name to FedEx so that consumers could see it on trucks from a block away and then added the negative space arrow to make the core concept stronger. This Kraft logo has so many words that it's starting to look like body copy. How about the arbitrary burst icon. Looks like a poor rip off of the Walmart logo which also has no concept. Reminds me of bad student work. Boo.