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
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 – present
In 2017, a version of the logo featuring a chocolate waffle bar broken in half appeared.
Font and Colors of the Emblem
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.