First of all – this would be post #2 in one day, which if you’ve been following, is about 30x my typical rate. Hello Red Bull.
But just noticed that my favorite new name, Mondelēz (the global snack business part of the Kraft spin-off) is now accompanied by an official logo. I must say that I was doubtful, but this is a bit unexpected: they seem to have done a nice job. Granted, the stakes are not that high – – this is a corporate logo and will essentially grace things like the front gate, letterhead and website but that consumers will largely not notice on packaging. Which is how it should be. Overall impressions: it’s mostly un-corporate – no razor-sharp edges or geometric symmetry or overwrought stylized renditions of familiar images (see Kraft logo below). Rounded, a little bulbous actually, with purple and red theme, all of which makes it very approachable and friendly looking – – not a bad thing for a food company. The long-e symbol aids in pronunciation and, as a sort of faux accent, serves the additional function of internationalizing the look of the logo. May be a little confusing to some but not a deal-breaker. (Strange, but in a way it reminds me of the Twinkies logo…)
Certainly an improvement over the most recent Kraft logo, which itself was certainly an improvement (from a non-processed, contemporary standpoint) over the traditional Kraft hexagon, BUT that most recent Kraft logo had a collage of unidentifiable shapes sprouting out of one side in bright colors – hard to tell what it was supposed to convey and definitely not simple or iconic.
And in the simple/iconic department, it was hard to beat the original Kraft hexagon — which of course is the spiritual icon of Velveeta, Cheez Whiz, and Mac & Cheese – – and always will be.
The Armchair MBA 