Restoring and strengthening a classic identity

Empowering Kellogg’s to drive choice and shape demand in the 21st Century






Changing breakfast forever with the invention of Corn Flakes, the first to fortify cereal, and long recognized for producing great-tasting, good-for-you foods, the Kellogg’s name has always represented nutrition, health and quality. Sealed with the signature of the company founder, the Kellogg’s mark has been synonymous with breakfast innovation and hearty, whole-grain goodness for over 100 years.

Despite the company’s longevity and household name status, the Kellogg’s brand began to lose its way as the company diversified its product offerings and expanded into markets all over the world.

Increasingly, individual product brands took center stage, diminishing the role of the Kellogg’s mark, and the masterbrand suffered inconsistencies in appearance and message. It was our challenge to refresh the Kellogg’s identity and restore its importance in an ever-expanding portfolio.

Through a richer, more insightful brand experience platform we re-established what Kellogg’s does best: great breakfast crafted from the goodness of grains. Getting back to basics visually, we stripped away unnecessary renderings or effects from the mark to reaffirm the authenticity and heritage that is at the core of the Kellogg’s brand. Previously separated letterforms were connected to imply continuity—a metaphor for a familiar, ever-present brand in the day-to-day lives of millions of people all over the world.

Anchoring the masterbrand, we emphasized the color most emblematic of the Kellogg’s name—red—for absolute consistency across all mediums globally. Ensuring that consistency, our new guidelines celebrate the mark and champion its use in layouts by encouraging greater flexibility. The result is a resonant mark that complements a revitalized Kellogg’s identity and empowers the brand to drive choice and shape demand.

A testament to the strength of our work, our client, Senior Vice President of Marketing for Kellogg Company, Kim Miller, says:

“Our experience working with Interbrand to create a fresh identity for Kellogg’s was tremendous for several reasons. First, the approach was consumer-driven from start to finish. Secondly, the process leveraged what we already knew and built from there, which enabled speed and incremental knowledge gain. Lastly, it was inclusive of our local brand leaders and agency partners which added value and buy-in. All of these facets contributed to a rich brief that led to outstanding design work. The new system met our goals to freshen the Kellogg’s brand in an ownable, contemporary and relevant way for today’s consumers.”