October 1 saw what is probably this year's largest shake-up in the grocery brand market as Kraft Foods was split in two. The North American grocery business was spun off into Kraft Foods Group, Inc., while the worldwide snacking company changed its name to Mondelez International (you can read more about the Mondelez corporate identity here).
A pleasant surprise after the break-up is that neither company will keep the "spark" logo adopted by Kraft Foods in 2009. Instead, Kraft Foods Group, Inc., has chosen to embrace its heritage by adopting a modified version of its classic shield as corporate logo. The most noticeable difference is that the name isn't set in all caps. The resulting typographical treatment doesn't sit too comfortably inside the red frame.
Other aspects of Kraft Foods visual communication are also touting heritage, with a friendly slab serif stencil typeface being used in ads and on the website. Some brands in Kraft's North American portfolio are Jell-O, Planters, Miracle Whip, Oscar Mayer, Maxwell House, Philadelphia and Velveeta.
|The now abandoned Kraft Foods logo.|
|Classic Kraft logo, still used on products.|