Kelloggs is a company that produces breakfast cereals, snacks, and instant food. It appeared in 1906 when brothers Will Keith and John Harvey Kellogg learned how to make wheat flakes. The business went up sharply: the company mastered many areas of the food industry and acquired more than one dozen brands.
Meaning and History
To differentiate Kellogg’s Corn Flakes from similar products from other manufacturers, Will Keith personally signed each package. This continued throughout the year. The company owners then decided to speed up the process and created a logo with the stylized inscription “Kellogg’s.” According to legal documents, the adopted trademark was first used on May 1, 1907.
In 1916, the designers changed the lettering font, and in 1955, the color. As a result, the emblem turned deep red. In 2012, the company carried out the largest rebranding, entrusting it to the consulting agency Interbrand. Ferris Crane and Andrew Y. Ames, in charge of the corporate identity, repainted “Kellogg’s” pink and added the slogan “Let’s Make Today Great.” This is how a modern version of the classic sign with bright visual graphics appeared.
1906 – 1907
The debut version is not a logo at all. This is the personal signature of one of the founding brothers – Will Keith Kellogg, which is visible in the improvised emblem. This is their first trademark with a personal touch because the brand owner personally signed each cereal package to make his product stand out from the rest. This went on for a whole year. The inscription is made in black ink on a light background and looks like a fluent semi-connected italics.
1907 – 1916
Tired of signing each pack of products, the brothers decided to improve the business and created a logo in the form of their signature. In May 1907, the first marked the goods they produced. It was also a semblance of handwriting – italic, calligraphic, coherent variation. The signs had a slight slope and an ornate “K.”
1916 – 1955
The redesign touched on the lettering style: the letters became more elongated, fluent, and less slanted. Each symbol received a black border. The color changed from normal red to scarlet.
1955 – 2012
In 1955, the logo was repainted in deep red. Everything else remains the same.
2012 – present
The modern logo is the result of a large-scale rebranding by the Interbrand agency. It mainly focused on color, suggesting a more current version – red and pink fuchsia. There were no other changes since the stylized signature is a brand name with good recognition among consumers.
Font and Colors of the Emblem
The concept of the logo has never changed. The word “Kellogg’s,” like a hundred years ago, imitates Will Keith’s signature. The letters are tilted to the right and connected. Only the capital “K” is located separately. The lines are smooth and rounded, like typographic Laundry italics. But the company uses its handwritten font called Kellogg’s Sans, which gives the logo a personality.