i’d say, the original one is better

this makes me sad

The Comic-Sans-esque font is horrendous, the bold/notbold separation of words is clichéd and boring, and the firework/flower seems to have no real relevance to the products.

Perhaps their logo needed refreshing, but not like this. Seems pointless.

I think it’s absolutely terrible. Takes away from their familiar branding that consumers have related to for so many years. Redesign = Good Idea || Complete Rebranding = Bad Idea.

wow. what an abrupt change. I don’t think they should have done away with the KRAFT logo. And what’s with the flower or whatever that is in the upper right-hand corner? I don’t see any connection whatsoever with their brand. This is just poor quality to me.

Pointless. Heck, they might as well have added a gradient to the old logo and called it a rebrand. What the heck is that font in the tag line, vomic sans? And what does that sprite-like butterfly have to do with food?

Kraft must have hired the same marketing team as wallmart for that new…more sensitive looking logo they have going on these days.

i’m not fond of this style of logo at all, it’s popping up on all sorts of re-branding and all it succeeds in doing is making the old logo look a whole lot better. this reminds me new walmart logo which is equally as terrible.

If the idea is to make people think that they are not purchasing a kraft product then it may work. Production briefing: “we need a logo that removes any association to our existing brand”

oh my…

That’s… unfortunate. Tossing out years of existing brand identity…

It’s a smart re-design. Not saying I like it, but it’s smart in that it’s moving away from big & heavy, to light & airy, a nod to a change in consciousness about their food (or just the marketing of their food).

Holy crap. Looks like it was designed by a 1st year graphic design student.

@Sponagle I can see how it might help if their target is indeed people who don’t buy their product… But it seems easy enough to simply push the brand of their chips or whatever more than their major logo–it is only ever very tiny on the corner of boxes anyway. But now it is probably just confusing. I don’t really see why such a redesign was necessary…

I love the Spooge connotation off to the right.

Yikes.
Kraft is such a well-known and well-established brand, that I am surprised they felt the need to “differentiate” themselves so drastically…

Shittiest re-branding ever. Period. Even if Kleenex used the silhouette of an old man blowing his nose as a logo, it’d still be way better than this.

This is a move from a clear, concise, visually strong, recognizeable identity to basically just a lack of personality. That’s not a strategically strong move in my book.

Completely awful, has anyone honestly done a successful rebrand lately? These corporate companies need to build on their traditions, not completely negate them.