Feeds

Kraft puts foot in big pot of yoghurt?

New logo maybe treads on Yoplait's toes

Business security measures using SSL

LogoWatch exclusive On 17 February, international nosh monolith Kraft revealed a new logo for Kraft Foods - a "global identity... that it hopes will drive the company forward in its second year of a three-year turnaround plan".

The result of a seven-month design process, the image boasts a "stylised red smile" encompassed by seven "flavour burst" icons each of which represents "a different division of Kraft’s business".

Accompanied by the slogan "Make Today Delicious", the revamped brand frontage represented a key part of Kraft's new “higher purpose”, as chairman and CEO Irene Rosenfeld put it to employees.

Kraft hoped that the "corporate identity shift" would create “clarity of purpose” and “enable a high performing culture".

The Kraft Foods and Yoplait logosWell, The Register received an email on Monday suggesting that the new logo was somewhat less than delicious, due to an accidental similarity to that of the European tentacle of yoghurtmonger Yoplait.

Our source said that Kraft had decided to pull the logo, and is now using an "interim" version, minus the smile and flavour burst, pending the development of something else.

We note that the exciting new corporate paradigm shift is still available at Kraft's logo central, and a request for a statement yesterday had, at time of publication, gone unanswered.

For the record, the Kraft image overhaul was not well received by the unwashed masses. The blogosphere reacted with predictable hostility, with one commentator calling it "a design by committee nightmare", while the Denver Egotist described it as cramming "everything we hate about politically-correct big businesses into one two-inch space". ®

Website security in corporate America

More from The Register

next story
Oi, London thief. We KNOW what you're doing - our PRECRIME system warned us
Aye, shipmate, it be just like that Minority Report
WRISTJOB LOVE BONANZA: justWatch sex app promises blind date hookups
Mankind shuffles into the future, five fingers at a time
Apple's Mr Havisham: Tim Cook says dead Steve Jobs' office has remained untouched
'I literally think about him every day' says biz baron's old friend
Every billionaire needs a PANZER TANK, right? STOP THERE, Paul Allen
Angry Microsoftie hauls auctioneers to court over stalled Pzkw. IV 'deal'
Oz carrier Tiger Air takes terror alerts to new heights
Don't doodle, it might cost you your flight
Cops apologise for leaving EXPLOSIVES in suitcase at airport
'Canine training exercise' SNAFU sees woman take home booming baggage
prev story

Whitepapers

Secure remote control for conventional and virtual desktops
Balancing user privacy and privileged access, in accordance with compliance frameworks and legislation. Evaluating any potential remote control choice.
WIN a very cool portable ZX Spectrum
Win a one-off portable Spectrum built by legendary hardware hacker Ben Heck
Storage capacity and performance optimization at Mizuno USA
Mizuno USA turn to Tegile storage technology to solve both their SAN and backup issues.
High Performance for All
While HPC is not new, it has traditionally been seen as a specialist area – is it now geared up to meet more mainstream requirements?
The next step in data security
With recent increased privacy concerns and computers becoming more powerful, the chance of hackers being able to crack smaller-sized RSA keys increases.