Feeds

Kraft puts foot in big pot of yoghurt?

New logo maybe treads on Yoplait's toes

Beginner's guide to SSL certificates

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". ®

Choosing a cloud hosting partner with confidence

More from The Register

next story
Holy vintage vehicles! Earliest known official Batmobile goes on sale
Riddle me this: are you prepared to pay US$180k?
Bible THUMP: Good Book beats Darwin to most influential tome title
Folio Society crowns fittest of surviving volumes
'Open source just means big companies can steal your code.' O RLY?
Plus: Flame of the Week returns, for one night only!
U wot? Silicon Roundabout set to become Silicon U-BEND
Crap-spouting London upstarts to get permanent road closure
Hey, you, PHONE-FACE! Kickstarter in-car mobe mount will EMBED your phone into your MUG
Stick it on the steering wheel and wait for the airbag to fire
NEWSFLASH: It's time to ditch dullard Facebook chums
Everything hot in tech, courtesy of avian anchor Regina Eggbert
Useless 'computer engineer' Barbie sacked in three-way fsck row
Tale of two lads and wannabe game dev makes for great management material
Microsoft to bring back beloved 1990s super-hit BATTLETOADS!?*
* Or maybe not. It is just a trademark filing, after all
prev story

Whitepapers

Why and how to choose the right cloud vendor
The benefits of cloud-based storage in your processes. Eliminate onsite, disk-based backup and archiving in favor of cloud-based data protection.
A strategic approach to identity relationship management
ForgeRock commissioned Forrester to evaluate companies’ IAM practices and requirements when it comes to customer-facing scenarios versus employee-facing ones.
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?
Beginner's guide to SSL certificates
De-mystify the technology involved and give you the information you need to make the best decision when considering your online security options.
Top 5 reasons to deploy VMware with Tegile
Data demand and the rise of virtualization is challenging IT teams to deliver storage performance, scalability and capacity that can keep up, while maximizing efficiency.