In August of 2011, Kraft Foods announced plans to split its business into two separate companies: One, to remain Kraft Foods, the “high-margin North American grocery business” that will manage brands like Velveeta, Kraft Macaroni & Cheese, and Oscar Mayer; the second, unnamed at the time of the announcement, the “high-growth global snacks business” to manage brands like Cadbury, Milka, Nabisco, Oreo, Tang, and Trident. In March, Kraft Foods introduced the name for the new global snacks company — Mondelez International — after an internal employee contest rendered 1,700 names for consideration. Earlier this month Kraft Foods confirmed that shareholders overwhelmingly approved the name change as well as unveiling the new logo. No design credit given.
“Mondelez” (pronounced mohn-dah-LEEZ’) is a newly coined word that evokes the idea of “delicious world.” “Monde” derives from the Latin word for “world,” and “delez” is a fanciful expression of “delicious.” In addition, “International” captures the global nature of the business.
— Press Release (March 21, 2012)
It’s no secret that I
don’t like hate the Kraft Foods logo — see spots 6 and 5 in 2009’s Worst list — so I was very skeptical about anything good coming out of the same company. Even more so with a weird name like Mondelez and its, like, totes ridics pronunciation. I have to say: I’m extremely surprised by how nice the new logo is. It’s bouncy, it’s flowy, it’s perfectly kerned, and it even manages to tie in to the Kraft Foods logo with those two teardrop shapes. I am a little troubled by the accent over the “e” which appears nowhere in the written communication — I understand this is meant to be an international company and perhaps a faux accent that is neither a grave accent nor an acute accent will confuse/comfort international business people, but it just seems odd to contradict the name. I wish “International” was center-aligned, but I can see how it would bump against the “M”. Unfortunate but passable. What’s important to remember is that this is a corporate brand, not consumer, so it serves to endorse the products it sells, which is something that usually leads to crappy, boring logos but this one will sit nicely in one or two colors in all those crazy brand packages around the world.