Feeds

Kraft puts foot in big pot of yoghurt?

New logo maybe treads on Yoplait's toes

Secure remote control for conventional and virtual desktops

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". ®

Secure remote control for conventional and virtual desktops

More from The Register

next story
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
Flaming drone batteries ground commercial flight before takeoff
Passenger had Something To Declare, instead fiddled while plane burned
Cops apologise for leaving EXPLOSIVES in suitcase at airport
'Canine training exercise' SNAFU sees woman take home booming baggage
Every billionaire needs a PANZER TANK, right? STOP THERE, Paul Allen
Angry Microsoftie hauls auctioneers to court over stalled Pzkw. IV 'deal'
Jony Ive: Apple iWatch will SCREW UP Switzerland's economy
Apple's chief designer forgot one crucial point about overpriced bling
prev story

Whitepapers

Providing a secure and efficient Helpdesk
A single remote control platform for user support is be key to providing an efficient helpdesk. Retain full control over the way in which screen and keystroke data is transmitted.
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.
Reg Reader Research: SaaS based Email and Office Productivity Tools
Read this Reg reader report which provides advice and guidance for SMBs towards the use of SaaS based email and Office productivity tools.
Security for virtualized datacentres
Legacy security solutions are inefficient due to the architectural differences between physical and virtual environments.
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.