Last month, I wrote about the new Kraft logo on the Corporate Eye blog. You can check out the old and new Kraft logos below:
This month, it turns out that Kraft has more problems with this new logo than I originally thought. Word is out that the logo, which took seven months to design and who knows how much money, is a bit too close in appearance to the logo for Yoplait in Europe. Check the similarity out below:
What do you think? Too close for comfort? Yes or no?
Susan Gunelius
Susan Gunelius is President & CEO of KeySplash Creative, Inc. and Founder & Editor in Chief of an award-winning blog, WomenOnBusiness.com. She is a 25-year veteran of the marketing field and has authored 10 books about marketing, branding, and social media, including the highly popular 30-Minute Social Media Marketing, Content Marketing for Dummies, Blogging All-in-One for Dummies and Kick-ass Copywriting in 10 Easy Steps. Susan’s marketing-related content can be found on Entrepreneur.com, Forbes.com, MSNBC.com, BusinessWeek.com, and more. Susan is President & CEO of KeySplash Creative, Inc., a marketing communications company. She has worked in corporate marketing roles and through client relationships with AT&T, HSBC, Citibank, Intuit, The New York Times, Cox Communications, and many more large and small companies around the world. Susan also speaks about marketing, branding and social media at events around the world and is frequently interviewed by television, online, radio, and print media organizations about these topics. She holds an MBA in Management and Strategy and a Bachelor of Science degree in Marketing.
Follow Me:
Indeed, Susan. It seems that rarely something is really innovative. Another example: look at this Spanish company’s logo:
http://www.zetaexterior.com/ It strangely reminds.. Amazon?…Or is it only my impression?…
P.S: Thank you for your blog. and your great book on copywriting (got it a week ago from amazon.) Warm regards from Spain.
Helena,
I know what you mean about the Emoziona logo. The similar use of a curved line beneath the wordmark reminds me of how so many companies use a ball or globe in their logos — even brand new logo redesigns! Can’t anyone come up with something new and different?
And thank you so much for the compliment about Kick-ass Copywriting in 10 Easy Steps. I’m so happy to hear that you enjoyed it!
It amazes me sometimes how often designers come up with what looks like the same idea. Does nobody do their homework properly these days?
They also look like they’re branching off into fireworks… but doubtless the brief said something bullshitty like “optimistic, bursting with ideas, dynamic and multicultural”. Or maybe this has something to do with the subtle link back to the cigarette company past.
Talking of multi-whatever. With all those colours, I shudder to think of the printing costs… At least Yoplait can stick to 3 colour prints. Kraft, prepare for some expensive print runs!
OH MY GOD! I’ve always thought companies like Kraft were so smart when it came to Branding and Brand Extension. They have lost their minds.
1. I can’t Imagine what it would cost to build a Brand as well known as Kraft right now.
2. If I saw that new Logo I wouldn’t have looked twice at it!
3. Yoplait should sue them just for starters!
4. I couldn’t have remembered the Yoplait Logo if you held a gun to my head.
5. In advertising you only get to say one thing, OneThing, what are you going to say? not your address, phone number, url, years in business,…etc.
6. The same thing applies to a logo.
7. Corp America is getting Dumb!
8. Sales are down for everyone right now, it’s not the damn Logo!
AW and Bob,
I’m laughing so hard at both of your comments — so true and well said!
Bad enough that copied Yoplait. The fact they they copied a lousy logo at that, speaks volumes about the failure of design-by-committee. Work like this only furthers to perpetuate the marginalizing of designers
by non-designers, addicted to their incompetence….
Joel,
You’re so right about “design-by-committee”. Perfect way to describe the problems of corporations that can’t get out of their own way.
Hi Susan,
This is a great article, and this somewhere leads me to wonder about what AW says about client brief… “doubtless the brief said something bullshitty like “optimistic, bursting with ideas, dynamic and multicultural”. ”
I work with GE, India and since I’m on the opposite side of the table, where i have to give briefs to my agencies; this is an issue which really caught my attention.
I have had to face situations, wherein my agency says that they completly understand the brief that i give them, have absolutely no doubts, and they have a good idea of what our requirement is. But finally, when they do come back to me with their concepts or ideas; they are totally off the mark. It shows clearly that they haven’t understood the brief at all!!
Now there can only be 2 reasons for doing such a thing:
1. The agency is dumb;
2. There is a problem in the brief
I don’t think reason 1 holds good, because most often they come up with some stupendous work, and their portfolio is very strong.
I have discussed this issue with my friends working both at the agencies and in organisations like me.
Some of my friends in other organisations have this notion that their agencies think that the client is dumb, and does not know what they want. Their brief only serves to give a vague idea of what they want. It is the agencies’ job to make them realise what they want, and whatever the ideas that the agency comes up with, the client has to agree to it.
On the other hand, some of my friends working for the agencies say exactly the same thing about their client! My client doesn’t understand the creative concept, they don’t know what they are talking, what they want is ridiculous etc…
I know there are some dumb clients, as well as stubborn agencies… But that is a different story altogether; the client-agency relationship.
The more i think about this issue, the more i feel that expression is the core issue. How we brief the agency about our requirements is very important.
I try to improvise my brief each time, based on what i experienced with the earlier jobs;
The questions i try to answer when i brief my agency about any job are:
1. Describe the communication ( for example if it is an advertisement for recruitment, etc..)
2. Specify the medium ( for example – print, online, TV etc )
3. Description of the TG – lifestyle, demographics, educational background etc…
4. How does the product benefit their business/ personal life/ communication etc?
5. What i expect this activity to do for my brand? ( for example – awareness about the product, overall brand building, etc )
I would love it, if you could take some time out and give me an agency perspective on what is an ideal brief (if there does exist such a thing!)
Thank You!
Sam