Comments on: Rebranding: start from scratch or just refresh? http://zerogcreative.com/archives/988 Zero G 2009 is Here! Sat, 05 Jun 2010 15:46:23 +0000 http://wordpress.org/?v=2.9.1 hourly 1 By: Becky http://zerogcreative.com/archives/988/comment-page-1#comment-150 Becky Fri, 20 Feb 2009 15:25:50 +0000 http://zerogcreative.com/?p=988#comment-150 The biggest thing I'm confused about is: what does a butterfly have to do with Kraft? ;) Good post, and I definitely agree with your stance on starting anew vs. refreshing. The biggest thing I’m confused about is: what does a butterfly have to do with Kraft? ;)

Good post, and I definitely agree with your stance on starting anew vs. refreshing.

]]> By: Erik Wolf http://zerogcreative.com/archives/988/comment-page-1#comment-149 Erik Wolf Fri, 20 Feb 2009 13:53:47 +0000 http://zerogcreative.com/?p=988#comment-149 All excellent point Jeff and you're right -- we don't know what the dialogue at Kraft was around this. It could be that this was meant to address a real issue in the company... But that doesn't change the fact that the execution of this is poor. The new Kraft logo is busy and cluttered and -- who knows for sure except the people involved in the project -- but it looks a lot like it was designed by committee. Just my opinion, but if people inside Kraft were confused on what the company was all about, this isn't clearing anything up :) By the way, love your new blog! All excellent point Jeff and you’re right — we don’t know what the dialogue at Kraft was around this. It could be that this was meant to address a real issue in the company… But that doesn’t change the fact that the execution of this is poor. The new Kraft logo is busy and cluttered and — who knows for sure except the people involved in the project — but it looks a lot like it was designed by committee. Just my opinion, but if people inside Kraft were confused on what the company was all about, this isn’t clearing anything up :)

By the way, love your new blog!

]]> By: Jeff Shumas http://zerogcreative.com/archives/988/comment-page-1#comment-147 Jeff Shumas Fri, 20 Feb 2009 12:52:26 +0000 http://zerogcreative.com/?p=988#comment-147 I generally agree with this post, however I would add a caveat that it is easy for those on the outside to make assumptions about the reasons for this change coming about. This is a company that was once under the umbrella of Altria Group that was once named Philip Morris - the well know tobacco company. I have no insight into how those companies may have been integrated in the past from a corporate perspective. I would only say that there could have been some culture issues that continue to permeate to this day, and Kraft felt there was a strong need to separate and change from its culture of years past. The fact that they are not changing their logo on the box I believe illustrates their understanding that you don't want to change your your icon that consumers know and love. The white collar employees may ultimately still be shaking their heads about this logo today, but I may be able to appreciate motivations for such a change. I generally agree with this post, however I would add a caveat that it is easy for those on the outside to make assumptions about the reasons for this change coming about. This is a company that was once under the umbrella of Altria Group that was once named Philip Morris – the well know tobacco company. I have no insight into how those companies may have been integrated in the past from a corporate perspective. I would only say that there could have been some culture issues that continue to permeate to this day, and Kraft felt there was a strong need to separate and change from its culture of years past. The fact that they are not changing their logo on the box I believe illustrates their understanding that you don’t want to change your your icon that consumers know and love. The white collar employees may ultimately still be shaking their heads about this logo today, but I may be able to appreciate motivations for such a change.

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