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.