If they’ll drop it, it’ll look ok.

I still think this is a mistake.
The Kraft logo(IMO) is a staple in the business. When you see it, there is no question about who it is.

I’m thinking a modification of the existing logo would have been better. But that’s just me.

The flowery burst at the end has gotta go. Or at least, make it a single color to compliment the logo. I can see where the multi-color represents all their brands/products; but it’s fighting with the over logo appeal.

As far as the new WalMart logo(off topic sorry) I like it. I think it’s clean and nice. Unlike Walmart.

My other objection/reservation has to to with the fact that the styling is very much like hundreds of new companies, start-ups and web 2.0 outfits with light, twittery logotypes with pretty little dingbats tacked to the ends. They look like everyone else now, and isn’t the whole idea of a logo to brand your distinction?

Wal-Mart did something similar with their logo last year, and I think the jury is still out, but their old logo was not iconic, just their NAME. But seriously, the icon is essentially a dingbat. As for the Yoplait logo.. yes, VERY similar styling, and whats worse, the Yoplait logo is much more iconic, and WAS OUT THERE FIRST.

Looks like the “committee” won at Kraft Foods. It’s fine, I suppose, but it doesn’t stand out in any way any more. But of course I could be completely off-base, and the audience they are trying to reach out to could give a rats’ naked tail about established brands and companies. So perhaps Kraft is treating itself like a start-up… and trying for that contemporary “look.”