Kit Kat is a popular brand of chocolate and waffle confectionery that entered the market in 1935. It was originally owned by the British company Rowntree’s. The rights to use it are shared between the Swiss multinational corporation Nestlé and the American candy manufacturer The Hershey Company.
Meaning and History
What is Kit Kat?
Kit Kat is a confectionery product brand that includes milk chocolate and crunchy waffle. It belongs to the Swiss company Nestle, which bought it out in 1989. The brand of chocolate bars appeared much earlier – in 1935. It was founded by the British firm Rowntree’s.
One of the reasons for the phenomenal success of Kit Kat is its memorable contrasting logo. As a powerful marketing tool, it is present on all product packaging. The design has been updated several times, but the basic graphic principles have remained unchanged.
1935 – 1937
The first chocolate waffle bars were marketed under the Rowntree’s Chocolate Crisp brand. This name was used in place of the logo on the bright red wrapper.
1937 – 1945
In 1937, the brand was renamed Kit Kat Chocolate Crisp. The words “Kit Kat” were inside a yellow oval.
1945 – 1947
Throughout 1945-1947. the wrapper was blue because the manufacturer only used dark chocolate due to a lack of ingredients. This was due to the aftermath of World War II. The oval around the inscription has disappeared. The letters have serifs.
1947 – 1988
The brand returned to the 1937 design but removed the “Chocolate Crisp” phrase.
1988 – 1995
In 1988, Nestlé bought Rowntree’s, and with it the Kit Kat brand. After that, she changed the corporate identity of chocolate and waffle products. The wrapper turned bright red. It features the white lettering “Nestlé” (top) and “Kit Kat” (inside a white ellipse with a double outline).
1995 – 2004
The word “Nestlé” has been reduced and moved to the upper left corner.
2004 – 2017
To make the logo more visible, the designers used shadows. This graphic technique gives the drawing a three-dimensional effect. Also, the developers placed Nestlé in a red, elongated heart shape. Another change has been made to the ellipse’s position – now its right side is slightly raised along with the inscription “Kit Kat.”
2017 – today
What does the KitKat logo mean?
The chocolate bar depicted in the logo symbolizes crunching because it is broken in half. The word Nestle in a red heart indicates who owns the confectionery brand. And the text mark in the center reflects the brand name. As you know, the phrase Kit Kat was formed on behalf of Cristopher Catling, the club owner, where the cream of society was gathered in the 18th century.
In 2017, a version of the logo featuring a chocolate waffle bar broken in half appeared.
Font and Colors of the Emblem
What is the symbol of KitKat?
The symbol of this confectionery brand is the red “KitKat” lettering in a white ellipse. Both elements are slightly raised and positioned diagonally. The letters are reminiscent of chocolate bars due to their three-dimensional design.
Why is the Kit Kat logo different?
The fact is that the KitKat brand belongs to the Swiss corporation Nestle, but it (under license) is also used by the American Hershey Company, which produces chocolate bars for the US market. The KitKat logo by Hershey does not have a classic design: it has the brand name in black and white letters on a red background.
Nestlé and The Hershey Company have different Kit Kat logos. The Hershey version is the brand name written in white letters with black outlines on a red background. The font is similar to Kitty Katt by Dennis Ludlow.
The Nestlé logo has more original elements. The “Kit Kat” lettering is inside a slanted double-framed oval. The typography style is reminiscent of the modified Gill Sans typeface designed by Arthur Eric Rowton Gill.
In terms of color palette, the graphic sign has a lot in common with Oxo, Virgin, and Coca-Cola – they also rely on a combination of white and red. This shade combination is beneficial from a marketing standpoint because it creates a winning contrast.