, we offered up Kraft's new corporate logo. The new creation won't appear on Kraft foods, like salad dressings in the grocery store, only on corporate communications and the company website. In Rate the Ad world, the smiley, rainbow bursting new mark, with tagline "Make today delicious," didn't get rave reviews, though commenter "dtschet" called it fresh, colorful and energetic: "It shows that Kraft has movement in thinking and direction. Kudos to the originator of the logo. This would also work well on packaging."
On the flip side, many Adsters don't understand the need for a separate corporate look. Commenter Fritz Grutzner from Brandgarten, Inc. says, "This will be confusing to consumers. They will see this logo and wonder why it isn't like the familiar Kraft logo they see on the Macaroni & Cheese package. We had similar issues at Johnson & Johnson between the corporate brand and the product brand (Johnson's Baby Shampoo). After years of wrestling with trying to differentiate the two, we pretty much decided consumers would always see them as the same. I'm not sure I like the new corporate logo or tagline for Kraft anyway. They both feel a little cutesy."
Others thought the new corporate logo dilutes Kraft's brand equity: "dvnerd" says "What were they thinking? Is it a fallen palm tree or a firework? Does anyone else feel like these companies (Pepsi
, Kraft, Chevron) will be regretting their "Web 2.0" face lifts in a year or two when the look isn't trendy anymore? Do they really think they will see an increase in sales that will justify the risk of looking like a knock off mp3 player company?"