The KitKat logo symbolizes simplicity and enjoyment. The bold background and large letters create a sense of energy and dynamism, while the rounded shapes evoke a feeling of lightness. This emblem encourages consumers to associate the product with taking a break and enjoying a brief moment of relaxation. The color scheme is appetizing and emotionally connects consumers to the brand.
Kit Kat: Brand overview
The history of Kit Kat began in 1935 when Rowntree’s, a confectionery company in York, England, introduced a chocolate bar called “Chocolate Crisp.” The idea for the product originated from a Rowntree employee who suggested creating a convenient snack that a working man could easily pack in his lunchbox.
The product was renamed Kit Kat in 1937, reportedly inspired by the Kit-Cat Club, an 18th-century political organization in London. Initially made with dark chocolate, production was briefly halted during World War II due to a cocoa shortage.
Production resumed in 1949, with milk chocolate replacing dark chocolate. The change was well received, and consumers quickly embraced the updated version. Around this time, the iconic slogan “Have a break, have a Kit Kat” was introduced and remains in use today.
A major milestone in its history was the introduction of the United States in 1970. Rowntree’s granted the HB Reese Candy Company, a subsidiary of Hershey, the license to produce and sell the product in the U.S. Hershey used its chocolate for the American version, creating a distinct flavor profile that differed from the original British recipe.
During the 1960s, the brand expanded internationally, entering markets in Canada, Australia, and New Zealand. Its success in these regions demonstrated its global potential.
The 1970s saw the launch of new product formats, including the popular two-stick version for smaller portion sizes. The company also increased its presence across Europe during this time.
In 1988, Nestlé acquired Rowntree’s, including the Kit Kat brand, opening new opportunities for global expansion. However, Hershey retained the rights to manufacture and distribute it in the United States under the original license.
The 1990s were marked by innovation, particularly in Japan, where unique flavors like strawberry and green tea were introduced. This approach was later adopted in other countries to cater to local tastes.
Global growth continued into the 2000s. In 1999, the Chunky version was launched, becoming an instant hit. Hershey also began experimenting with new flavors in the U.S., tailoring them to local preferences.
From 2010 to 2015, the brand introduced premium varieties with higher cocoa content and distinctive flavors. Nestlé and Hershey continued to nurture their presence in their respective regions.
Between 2016 and 2020, the focus on innovation resulted in introducing Ruby chocolate versions and other premium options to appeal to upscale markets.
From 2021 to 2023, new flavors and formats aligned with modern consumer trends. In the U.S., Hershey expanded the product line with seasonal variations and creative flavor combinations.
Over its 85-year history, the brand has evolved from a simple chocolate bar into a globally recognized product with an extensive lineup. The unique production arrangement between Nestlé and Hershey has resulted in variations tailored to different markets and preferences.
The iconic chocolate treat remains a staple in the confectionery world. It continually innovates while maintaining its distinct identity and commitment to quality.
Meaning and History
What is Kit Kat?
This chocolate bar combines smooth milk chocolate with crispy wafer layers. Its recognizable design with four fingers makes it easy to share or enjoy piece by piece. It has become a popular treat worldwide with various flavors ranging from classic milk chocolate to exotic options like green tea and sakura. It has gained particular fame in Japan, where it is not only a dessert but also a gift, offering hundreds of unique flavors. Its popularity is based on the perfect combination of textures, creative concepts, and high-quality chocolate.
1957 – 1965
Kit Kat entered the U.S. market in 1957, becoming a strong competitor to other confectionery manufacturers. The crispy wafers coated in chocolate instantly captured the hearts of millions of consumers. The American branch of Rowntree, which managed the distribution of the brand’s sweets at the time, ensured brand recognition by adorning each chocolate bar package with the familiar red-and-white logo. A similar emblem appeared on the wrapper of the first Kit Kat, launched in the United Kingdom in 1937.
The brand’s name is presented in a modernist style typical of the mid-20th century. The font appears substantial due to its thick lines, but the pronounced slant adds a sense of lightness and airiness. The lettering comprises basic geometric shapes: ovals, semicircles, trapezoids, and parallelograms that form stylish letters. In the commercial design of that era, simple forms were widely used because they were more memorable and inspired trust.
The absence of unnecessary decorative elements emphasizes the brand’s modernity and simplicity. At the same time, the emblem is filled with internal dynamism because the phrase “Kit Kat” seems active due to the unique font. Both “K” letters are enlarged and cut at different angles to avoid touching the edges of the white oval enclosing the text. The deliberate asymmetry prevents the two words from blending, even though a narrow space separates them.
The oval background contrasts with the bold red letters, creating an intentional provocation to catch the buyer’s attention. The bright and memorable color makes the logo emotionally engaging, as the chosen shade is associated with love, celebration, energy, and passion. It highlights the lively and vibrant character of the brand, which produces chocolate-coated wafers.
1965 – 1970
This is a version of the logo from when the brand still belonged to Rowntree. Even then, the brand was associated with a short break; a rest people could afford in their busy schedules. The emblem seems to emphasize this idea—a simple yet convincing design.
The first thing to note is the company name “Rowntree” positioned at the top of the logo. This was a symbol of the time when the British chocolate giant was still actively promoting its brands. The name was important because consumers associated the quality of the chocolate directly with this company. Over time, the brand became strong enough that “Rowntree” receded into the background, but it still plays a role in this logo.
The font is bold and angular, yet it looks very confident. The letters are large, clear, and white, contrasting with the chocolate background, creating a sense of depth. Looking at the font, you notice slight imperfections and a gentle tilt, adding dynamism. This was the style of the time—presenting the product as something solid, stable, and yet “alive,” helping it stand out among competitors on store shelves.
The visual mark’s background is shaped like chocolate bars, which are both a design element and a clever marketing tool. The chocolate was textured with visible letters on the bars, emphasizing the product’s signature quality. This technique was important in the 1960s when consumers increasingly paid attention to brand recognition and quality guarantees.
The background is red. Red has always been associated with energy, passion, and cravings. In the context of KitKat, this craving symbolizes a break, a rest that is necessary during the workday. Against the grayness of everyday life, these bright elements made the product noticeable and desirable.
1970 – today
In 1970, Hershey began selling Kit Kat bars in the U.S., and they were produced in the United Kingdom. Around the same time, a new logo appeared that is hard to miss on store shelves. It maintains the traditions of previous years but does not look outdated, as the increased contrast gives it a more modern and dynamic appearance.
The text is rendered in Kit Kat’s signature font, characterized by bold forms, the absence of serifs, geometric simplicity, and a pronounced slant. However, this version differs from earlier ones: here, the apertures are narrowed to the point where the lines touch each other. For the same reason, the counter in the letter “a” appears as a tiny black oval.
To make the emblem more compact, designers moved the glyphs closer together, completely removing the spaces between them. The white letters appear fused, separated only by thin black outlines. The sharp contours add a sense of precision, solidity, and stability. They make the font more striking, drawing attention to the brand name.
In other respects, the Kit Kat logo remains as it always has: both “K” s rise above the lowercase letters, and the “t” still lacks the left side of its horizontal bar. This unique font is associated with the chocolate bars, particularly due to the wide, parallel diagonal lines in every letter. These lines subtly hint at the shape of the treats wrapped in bright packaging.
The solid red background represents a love for quality chocolate, while the white letters create visual balance, softening the intensity of the red and highlighting its optimism. The black outlines blend seamlessly into the contrasting combination, resembling shadows that perfectly trace the contours of the text. This creates a sense of depth, giving the impression that the glyphs slightly rise above the surface.
1973 – 2005
In 1973, Hershey began producing Kit Kat bars directly in the United States rather than importing them from the United Kingdom. The local wrappers received an updated design created specifically for the American market. Despite the changes, the packaging retained the iconic red-and-white color scheme. This continuity preserved the brand’s visual identity and helped it remain recognizable.
The new logo on the packaging didn’t differ significantly from what consumers were accustomed to. It featured the familiar white “KitKat” lettering in a distinctive slanted font with bold lines. There were no spaces between the massive letters—not even between the words. The brand name was divided into two parts by the capital “K” s, which served as accent elements. The initial glyphs appeared more elongated than usual, making the diagonal strokes resemble long chocolate bars arranged in a row.
The letters were outlined with thin brown lines resembling the color of chocolate. This was a nod to the glaze coating the Kit Kat bars. The brown outlines enveloped the text, making it a visually appetizing confection. These visual metaphors became a hallmark of the brand, and it skillfully used them to draw attention to its products. The signature lettering remained set against a red background, making the packaging strikingly vibrant. The unchanging color combination evoked associations with tradition, stability, and quality, earning consumers’ trust over decades.
This logo adorned Kit Kat labels until 2005. Additional elements often accompany the bold white text. For instance, chocolate bars were depicted on the left side of the packaging, one of them cut open to reveal the filling. Below, the product type was described in yellow block letters: “CRISP WAFERS IN MILK CHOCOLATE.” Interestingly, all these details didn’t distract from the brand name but complemented it harmoniously. Even the angles of the slant were carefully calculated to avoid any visual dissonance.
2005 – 2019
This logo belongs to a time when brands aimed for a brighter, more dynamic look to maintain consumer interest.
The most prominent feature is the KitKat name, written in bold white letters with a subtle three-dimensional shadow. The letters appear as if they were carved out of chocolate, clearly associating the logo with the company’s main product. It gives the buyer a clear understanding that they are looking at a chocolate bar. The font remains true to the classic style, with rounded shapes and clean lines, but it feels like a modern touch has been added.
The oval surrounding the name is a bright red background, which creates contrast and helps the emblem look more dynamic. The shape of the oval emphasizes motion and energy as if the logo is rotating or moving forward, which was characteristic of design during that time. In the mid-2000s, many brands incorporated dynamic elements in their logos to appear more “alive” and progressive.
The outline of the oval, transitioning from yellow to beige, adds a sense of volume and depth. It’s a decorative element, hinting at the chocolate packaging, creating the effect of a curved edge, as if the visual mark is part of the wrapper itself. Visually, this makes the image even more “appetizing,” reminding consumers of the milk chocolate inside the package.
The phrase “Crisp Wafers in Milk Chocolate” beneath the name is a marketing tactic that clearly states what’s being sold. It highlights the key feature of the product—crisp wafers coated in milk chocolate. In the 2000s, consumers were increasingly focused on product descriptions, and such elements played a role in building trust with the brand. It was important to showcase the logo while reminding customers of the quality and characteristics of the product itself.
Design elements such as three-dimensional letters, smooth gradients, and a dynamic oval reflect an era when brands sought to become more vibrant and noticeable on store shelves.
2019 – today
In 2019, Kit Kat updated its logo as part of a rebranding effort to align with modern design trends. The company’s visual identity became cleaner and more streamlined, reflecting the rise of minimalism, which values simplicity and clarity. The phrases “Crisp Wafers” and “In Milk Chocolate” were removed from the outer border, as the iconic bars no longer required an introduction—just the brand name was enough.
Removing part of the text made the emblem more concise, giving it a modern and elegant appearance. The oval frame now has more open space, allowing the main element—the white “KitKat” lettering in its familiar font with wide diagonal lines—to take center stage. The letters balance straight strokes, sharp angles, and smooth curves, keeping the brand’s name distinctive and memorable.
The glyphs feature broad inner shadows that appear semi-transparent due to their light gray color. These shadows stretch along the right edges, emphasizing the geometric structure of the font. This design prevents the letters from looking overly bold, as the fine lines add a touch of elegance. At the same time, the shadows create a three-dimensional effect, highlighting the brand’s modernity and appeal to a broad audience.
The brown outlines make the lettering appear coated in chocolate—a nod to the bars’ composition, generously covered in a sweet glaze. A similar brown shade is used in the oval background. The logo’s oval base is set at a diagonal angle, reflecting the brand’s playful nature, associated with childhood, celebration, and joy.
Delicate brown arcs define the edges of two parts of the oval: the large red center and the thick, light-yellow border. The creamy color of the frame symbolizes the smooth flavor of the chocolate bars, while the red segment honors the brand’s long history of using red-and-white wrappers to attract buyers.
The “KitKat” lettering extends beyond the oval, signifying the brand’s creativity and desire to push boundaries. This experimental spirit is evident in everything the company does—from its crispy confections to its original logo adorning colorful wrappers. The slanted letters and the diagonal oval imbue the logo with energy and optimism.
2024 – today
The KitKat logo is a fitting choice for a company that has been associated with lightness, a pleasant break, and a good mood for decades.
The first thing that stands out is the font. It looks bold, confident, and friendly at the same time. Unlike previous versions, where the letters were slightly whimsical, the font has become more straightforward and clean. The letter “a” is now single-story; the “t” has lost its usual flourish at the bottom. These changes give the logo a more modern look, yet they still evoke a sense of old-school charm, as if the emblem dates back to the 1980s or earlier. This approach makes the brand appeal to younger audiences and those who remember it from past decades.
The letters are now closer, as if they have come together as a strong, united team. Previously, there was more space between the letters, giving them a somewhat scattered appearance. The logo looks much more cohesive as if each part complements the other.
The visual mark’s background is an ellipse tilted at an angle. It is done in rich red, connecting this logo to previous versions and enhancing the brand’s recognizability. There used to be a swoosh element that added dynamism, but now it has been replaced by a simple oval. This change has made the image more stable and serious.
The colors have remained true to the classic look. Red has always been KitKat’s signature color, symbolizing passion, energy, and emotion. The white color used for the letters adds lightness and purity. The brown shadow surrounding the letters gives them depth and a retro feel, harking back to older logos when three-dimensional elements were popular.
Interestingly, these changes occurred while the brand was working to maintain its market position. KitKat has always symbolized simple, everyday pleasure, something easy and accessible. In a time when many companies strive to be ultra-modern and experiment with design, KitKat takes a more restrained approach with retro touches. This shows that the brand values its history and traditions while still being unafraid to refresh its look to stay relevant.
The new KitKat logo doesn’t feel like a drastic departure from the past. It’s more of an evolution, highlighting stability, history, and comfort.