Dive Brief:
- Kraft Heinz Co. has debuted its "new" logo as a combined company, though the logo isn't all that new when comparing it to the two companies' previous branding.
- In the logo, Kraft and Heinz maintain their same font and color, though Heinz's moniker is red instead of white on a red background, with the borders removed. The two names are placed side by side with the lower portion of the "t" in Kraft tapered off to make room for the swooping "H" of Heinz.
- Whether this is the long-term logo for Kraft Heinz or a placeholder while marketing efforts continue has not been determined.
Dive Insight:
But as owner 3G Capital continues to cut costs, the logo is a streamlined combination of Kraft and Heinz's branding and demonstrates the connection between the two companies. About a month after the official completion of the deal, Kraft and Heinz are still fairly independent, each with its own processed foods portfolio to manage, and products will maintain their individual company's branding, at least for now.