Kraft Foods yesterday rolled out a new corporate logo and brand identity as part of its mission to better distinguish its corporate and product brand identity.
Using the new motto, “Make today delicious,” the new logo features a red smile with seven colored tails, each representing a company division. In addition to the slogan, Kraft developed seven core operating values for employees, such as “keep it simple,” “inspire trust” and ‘act like owners.”
The effort comes in the second year of the company’s three-year turnaround plan.
The consumer packaged goods firm spent eight months developing the new logo, seeking feedback from thousands of employees and consumers worldwide, Kraft spokeswoman Lisa Gibbons said. The company hosted focus groups in Chicago, Paris and Shanghai asking consumers and employees, alike, what they looked for in a food company, and to help define what Kraft Food is, she said. Separately, Kraft asked employees last summer to engage online through social networking.
“Employees and consumers told us loud and clear: delicious is our difference,” Kraft Chairman and CEO Irene Rosenfeld said in a statement. “‘Delicious’ will be the litmus test for everything we do.”
It’s Kraft’s first change to its corporate logo in 15 years, Gibbons said. The red, white and blue Kraft Foods logo, which appears on the front of cheese and salad dressing products, will remain, she added. The new corporate logo will be featured on the back of Kraft-branded items, as well as on the company’s “food & family” magazine and consumer Web site.
“This enables us to define who we are,” Gibbons said.
Kraft worked with Nitro, London, on the new design.