From BrandWeek: "The new logo was conceived as part of a several month design process, where more than 7,000 employees and consumers worldwide were asked for their feedback. Kraft asked consumers in cities like Chicago, Paris and Shanghai such questions as: 'What do you look for in a food company?' 'How do you engage with food generally?' and 'What are the moments of that relationship that are important to you?' The findings resulted in a corporate logo that is 'more contemporary, the colors are more vibrant and it has a life to it,' West said."
The Brand New write-up is right-on. I do believe if you asked 7,000 people to jointly design a corporate identity logo, this is what it would look like.
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