Kellogg Company has announced a refresh of its 106-year-old Kellogg's brand, in the most significant update of its marquee identity in company history. The update is showcased on Kellogg's completely re-designed website, which has launched in the U.S. and Canada and will be rolled out globally soon.
The update is part of a focused effort to connect with modern consumers, and includes a contemporized version of the Kellogg's script logo; a new tagline, Let’s Make Today Great; a new design direction that focuses on bright and optimistic color palettes and imagery; and a more conversational tone.
"While our master brand has tremendous resonance with consumers, we knew we had an opportunity to further invest in the Kellogg's brand to strengthen our business and grow with our consumers," says Kim Miller, senior vice president of global brands, Kellogg. "By refreshing our brand in ways consumers will continue to relate to, we can build on current relationships and establish strong new ones for the future."
Kellogg has also made a strategic shift to more digital and social marketing, working to ensure that all consumer touch points support these relationships. Examples of this include enhancements to the Kellogg's website that optimize viewing capability on mobile and tablet devices, partnerships with influential mom bloggers and new digital resources such as the My Special K mobile app, which includes weight management tools, menus and shopping lists.
Key products under the Kellogg's umbrella include Mini-Wheats, Rice Krispies, Corn Flakes, Frosted Flakes, Special K, Eggo and Nutri-Grain.
In April the Kellogg Company signed The Joester Loria Group as exclusive licensing agency for the U.S. and Canada as part of plans for a strategic licensing program of lifestyle products and food extensions.