New Kraft Logo – A Yoplait Ripoff?

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?

5 Elements of Logo Design to Build a Powerful Brand Icon

Creating a logo to represent your business and brand image can be an important aspect of your overall business plan, and as such, a great deal of consideration should go into selecting the best graphical interpretation of your brand’s value and promise.  Following are five of the most important factors to consider when choosing your brand’s logo.

1. Image

If you develop your brand effectively, over time, your logo will become the most recognizable icon of your business and product.  It’s important to choose a graphic that appropriately demonstrates your brand’s image and values.  Make sure no part of your logo could be considered offensive, and if your company is global or could become global in the future, make sure it’s not offensive in other countries.  Try not to be too trendy.  Select a design that can be timeless.  Creating a new logo in a few years can be expensive and requires a rebranding investment that you may not be able to take on in the near future. 

2. Color

The colors used in your logo are important not only in terms of production (see “Printability” below), but also in terms of how logos are perceived psychologically.  Do some research about the meanings behind colors, and take a close look at your competitors’ logos.  You want your logo to be appealing aesthetically, and you want it to help differentiate you from the competition. [Read more]