Kraft Foods and Heinz are rebranding under the new Kraft Heinz Company identity following a merger between the two companies.
The merger was agreed in March and finalised last month – it creates the third-largest food and beverage company in North America and the fifth-largest in the world.
The merged company will continue to operate the Kraft and Heinz brands at a product level and also operates other sub-brands including Philadelphia and Capri-Sun.
For the new corporate identity, the Kraft and Heinz wordmarks have been removed from their holding graphics and merged together on the same line, with the curves on the Kraft “t” and the Heinz “H” lining up together.
The new identity was designed by US consultancy Indigo6. The Kraft Heinz Company says: “The new Kraft Heinz Company corporate logo represents the union of two iconic brands. It honours our proud histories, symbolises our unlimited growth potential and represents our future without boundaries.”
Heinz has been using a variation of its wordmark and “keystone” logo design since the company was formed in 1869. In the Heinz corporate identity manual, the company describes the logo as “one of the world’s most familiar symbols”.
In its guidelines, the company says the logo should never be removed from the keystone graphic, nor should it be combined with any other logo.
Kraft has been using a variation of its current logo since the 1960s – barring a three year period from 2009-2012 when it used a “smile-and-splash” logo.
Kraft and Heinz describe the newly merged group as “a historic transaction uniting two powerful businesses and iconic brands”.