Established in 2012, Kraft Foods is one of the biggest food companies in the world. Now part of the Kraft Heinz Group, it owns several brands of food products, such as the Philadelphia Cream Cheese, Kraft Macaroni & Cheese, Planter Nuts, and Jell-O, among others. The Kraft logo has undergone many changes since the company came into existence in 1903. Each such iteration reflects both changes in design trends and the evolving identity of Kraft as a brand. The article delves into the various Kraft logo iterations over the years.
The Genesis of the Kraft Logo (1926 – 1960)
In 1926, Kraft introduced a new logo that featured a large “K” inside a pentagon. This design looked like a cheesehead and emphasised the core product of the company: cheese. The letter K represented the initials of the founder, J.L. Kraft, and highlighted his dedication to the business. The pentagon shape helped to create a strong visual identity during this period.
(1960 – 1988)
As design aesthetics evolved, Kraft shifted towards a more modern logo. It featured an ellipse cum oval-like figure with a thick red outline that conveyed the impression of the head-side view of cheese. Inside the figure was mentioned the brand name in uppercase and in clear blue letters against a white background. This version emphasised simplicity and clarity and used bold typography (Helvetica) to convey strength and reliability. The design reflected mid-century modern trends that focused on clean lines and minimalism.
(1988 – 2012)
In 1988, the refined Kraft logo featured the familiar red ellipse cum oval figure with the word “Kraft” in blue letters to symbolise speed and freshness. In this iteration, the colours were brighter and the glyphs were elongated. Moreover, the letters “R” and “A” of the brand name were joined at the bottom. Enlarging the letters signified the expansion of the product line and underscored the ambitions of the company for growth. Besides, it also enhanced brand recognition, which made the brand attractive to a wider consumer base.
(February 2009)
During this period, the company came out with a new corporate logo, which was different from its regular logo. The logo featured the wordmarks “kraft foods” and “Make today delicious” in two different levels. The design aimed to convey happiness from having delightful food and experiences. It did so with the word “delicious” in red accompanied by a red curve resembling a smile.
At the end of the logo was a floral representation in different colours to depict various flavours. Unfortunately, the logo did not receive positive reviews. It was described as immature and simplistic and was criticised for using the Tekton script.
(July 2009 – 2012)
After the flak received by the previous logo design, the company revamped it by making several changes. For instance, the curve resembling a “smile” was shown in a lighter shade of blue and placed below the initial word of the logo for greater impact. And the floral illustration depicting flavours was made bigger and brighter and placed right at the front, behind the letter K.” However, this logo too faced criticism by the Brand New blog for being “the logo Titanic.”
(2012 – 2024)
In October 2012, Kraft reverted to the old design. This change was part of a rebranding effort following the company’s spin-off into Kraft Foods Group in late 2011. The logo featured bold blue lettering in a title case on a white background within the ellipse-cum oval-shaped figure. The font of the brand name seems to have been inspired by Gotham. This redesign effectively returned the logo to its heritage while modernising the look slightly.
The CEO at the time emphasised this shift as part of a strategy to honour Kraft’s rich history while positioning it for future growth. The return to a more traditional style aimed to reinforce brand consistency and consumer trust.
(2024 – Today)
The logo redesign of 2024 is similar to the previous logo as far as the colour palette and the overall design are concerned. However, the dynamic font with thick and bold letters in uppercase appeared more approachable and modern. Besides, the uppercase letters of the brand name convey stability and strength. The redesign was an attempt to maintain the already established identity of the brand and to stay with the current design trends at the same time.
The Elements of the Kraft Logo
Font
The Kraft logo uses a bold, sans-serif font that exudes simplicity, reliability, and accessibility. Its clean and strong lines resemble the Gotham font family, which is known for geometric precision and modernist simplicity. The bold typeface adds distinctiveness and makes the logo memorable.
Designed for optimal readability, the font includes well-spaced letters to ensure clarity, whether read up close or from a distance. This is especially important for a brand with products displayed on store shelves viewed from various perspectives.
Colour
Colour is essential to the Kraft logo. The contrast between dark blue letters and a vibrant red background is eye-catching. Blue conveys trust and professionalism, while red brings energy and impact. This colour combination is popular among food brands, as red tends to stimulate appetite and draw attention. The modern, accessible font and a memorable colour scheme make the Kraft brand easily recognisable and appealing to a wide audience.
Finally
The Kraft logo and its various iterations illustrate how branding can reflect broader societal trends while also adapting to market demands. Each logo iteration of Kraft has contributed to shaping the identity of the company as one of America’s leading food brands.