Kraft logo redesign: before-and-after evaluation

The short answer

A credible before-and-after evaluation of a Kraft logo redesign depends on two things: being certain which Kraft mark is being compared, and comparing equivalent artwork, ideally clean vector masters, rather than screenshots or packaging photos. The material supplied for this article does not include the before or after artwork, the redesign date, an official announcement or any brand-issued files. This article therefore does not deliver a verdict on specific design changes. Instead, it sets out what has to be established first and how to assess the comparison once those assets are in hand.

Establish which Kraft logo is under discussion

The Kraft name appears on more than one identity, including corporate branding and consumer product packaging, and any of these may have gone through multiple versions. A comparison only means something when the earlier and later images are versions of the same mark, used in the same role. Setting a corporate wordmark beside a product-pack lockup, or an old master logo beside a promotional variant, produces conclusions about the wrong change.

• Before comparing, confirm:
• Which mark: corporate identity, a product-line wordmark, or a packaging lockup that combines the logo with other elements.
• Which versions: the specific earlier and later iterations, with dates if a reliable source provides them.
• Where each file came from: brand or press materials, a third-party logo library, or a capture from packaging or a website.
• Whether each file is the primary logo or a secondary variant such as a stacked, single-color or reversed version.

Compare like with like: vector, embedded raster and preview

Fine detail such as letter spacing, curve smoothness, stroke weight and color values can only be judged reliably from true vector artwork. A low-resolution preview or an image embedded inside a vector container can blur or distort those details, and that can make one version look better or worse than it really is.

Asset type | What it actually contains | Usefulness for a before-and-after comparison

Vector artwork | Editable paths and shapes defined mathematically | Best basis for comparing letterforms, proportions and construction at any size

Embedded raster inside a vector file | A pixel image placed in a file format that can also hold vectors | Limited; shows the overall look but carries the pixel image's resolution limits

Raster preview or screenshot | Pixels only, often compressed | Fine for a quick visual impression; unreliable for detail or exact color

A file's name or extension does not show which category it belongs to. A file labelled as an SVG, EPS, AI or PDF can still contain only a placed bitmap. To confirm editable vector paths, open the file in a vector editor and check it in outline or wireframe view, look for linked or embedded images in the layers or links panel, and note whether the text is live type or has been converted to outlines. Live type will only display correctly if the right font is installed.

What to assess once the right files are in hand

The criteria below are editorial considerations for a logo redesign review. They are not documented findings about any particular Kraft version, because no artwork or measurements were supplied.

• Letterforms: whether the wordmark's character, weight and spacing changed, and whether the new version reads more clearly or less.
• Shape and container: whether any enclosing shape, underline or accent was added, removed or simplified.
• Color: whether the palette shifted, and whether the brand publishes exact color specifications or only sample images.
• Small-size performance: how each version holds up as a favicon, app icon or small packaging element.
• Single-color and reversed use: whether each version still works in one color or on a dark background.
• Recognition: how much of the earlier version's distinctive character the new one keeps.

Downloading a logo is not the same as permission to use it

Finding a downloadable Kraft logo, whether from a press page or a logo library, does not grant the right to modify the artwork or use it commercially. The mark is a trademark owned by the brand, and any typeface used in the artwork may have its own license terms. Showing both versions side by side for commentary or critique raises different questions than altering the logo or using it on products or promotions. Anyone planning more than editorial discussion should check the brand owner's usage guidelines or get permission.

Gaps this evaluation cannot close

• Which specific Kraft redesign the reader has in mind, and when it happened.
• The official before and after artwork, and whether either exists as verified vector paths.
• Any stated rationale from the brand for the change.
• Published color, typeface or clear-space specifications for either version.
• The licensing terms attached to any downloadable copies.