Promoting the Corporate Brand
FCB was searching for a service mark to bring together a vast array of Kraft Foods materials. After conducting a visual audit it was noted that that the Kraft corporate logo was often obscured and almost invisible, missing an opportunity to be used as a central, galvanizing focus.

A simple, colorful, active design device, incorporating the Kraft logo, was created that could be used flexibly as either the primary brand identifier or as a smaller sign-off brand icon at the bottom of an ad or package.

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