Evolution of Kraft Writing Assignment

History of Kraft

Kraft traces its history to three of the most successful food entrepreneurs of the late 19th and early 20th centuries.  J.L. Kraft, who started his cheese business in 1903; C.W. Post, who founded Postum Cereal Company (later renamed General Foods Corporation) in 1895; and Oscar Mayer, who began his meat business in 1883. The history of KRAFT goes back to 1903, when with $65 in capital, a rented wagon and a horse named Paddy, J.L. Kraft started purchasing cheese at Chicago’s Water Street wholesale market and reselling it to local merchants. Within a short time, four of J.L. Kraft’s brothers joined him in the business, and, in 1909, they incorporated as J.L. Kraft & Bros. Co. In 1914.

The Kraft logo was originally created when the company was made in 1903. The original Kraft logo was significantly different then the present day one. The old one was more complex because they used a variety of shapes with different colors, appearing to come out of the letter k. They also avoided using any capital letters because their design is powerful enough. The new logo is much more pronounced in the sense that it is simple and straightforward. They used a basic font and a circular shape surrounding it. The new one is better and more memorable because it is simple but it has good contrasting colors. The difference between the logos are completely different and they have nothing in common besides the name. 

Logos and Brands Notes

Logos and Brands Notes

• Brand is the perceived image in a corporation. 
• The audience completes a brand through an emotional reaction with it
• When people use the products they connect to the brand emotionally. 
• Corporate identity is comprised of the visual aspects that form the brand 
• close attention is paid to executing a consistant experience for the viewer
• The coporate identity includes strict usage of colors font families graphic elemets and other guidelines usually detailed in a coporate identity guide 
• A logo is for identification
• We create logos as vector art because it is flexible, powerful and easy edited.
• Logos need to be simple and have good clarity
• Avoid thin lines and accents that may vanish at smaller sizes
• Focus on a strong figure ground compostion and relationship with logo elements 
• Creating a logo design requires many phases
• If you have line art in your logo make sure it is thick enough
• Logos need to be describable 

Typography

Typography Quote

Color Wheel

Color Palette Summary

Color Palette Summary

The 3 primary colors are blue, yellow and red. Secondary colors are made by mixing primary colors. For example: Blue and yellow together will make green. Tertiary colors are typically made by combining the names of the adjacent primary and secondary. Additive colors are colors which are "pure", i.e. colors add up to form white light, while subtractive colors are "impure". When your taste buds come in contact with food, they send signals to your brain to interpret flavor. If the color of a food product does not match our expectations, we may perceive its taste and flavor differently. Colors affect each other by creating contrast with one another. A grayscale image is something that contains  white, gray and black shades. Monochrome describes paintings, drawings, design, or photographs in one color or values of one color. Complementary colors are pairs of colors which, when combined, cancel each other out. This means that when combined, they produce a grayscale color like white or black.

Typograph Notes

Typography

• Typography needs to be legible and clear.
• Choose classical time tested typefaces
• A serif font is considered a rational typeface
• Too many fonts will spoil your design
• Don't use fonts that are too similar
• All capital letters represent shouting
• Pay attention to alignment
• Use color, size, bold, or type style
• Typography should have good contrast
• Must be balanced
• Kerning allows you to adjust space between letters
• Strive for consistent and rhythmic rags

Color Palette