Kellogg's has unveiled a new brand identity. The 'Seed Your Day' slogan conveys the message that Kellogg's respects customers' morning routines and helps them greet the morning in their own way. Recently, Kellogg's collaborated with Leo Burnett for the creative campaign 'See You in the Morning' in which Cornelius roams the city.
The new visual identity was largely inspired by the rounded wordmark from 2011. The apostrophe, which symbolizes Kellogg, has been utilized in various areas. It has been utilized as a feature of the exclusive typeface 'Cornelius Sans', and has also been expressed as a piece of cereal in motion design. The wordmark inserted into the package is slightly cut off at the edge to attract attention and make the package look larger. The apostrophe and s at the back are cut off to read 'Kellogg'. The morning time is expressed with a clock that resembles a bowl of milk, and Kellogg's cereal is expressed using white milk and a bowl. The color palette was newly composed with inspiration from Kellogg's various product lines.
“Our goal is to position ourselves as a global brand while providing a consistent brand experience across the consumer journey,” said Pete Matthews, Kellogg’s director of brand design and operations. “This visual identity is world-class,” said Lisa Llewellyn, Kellogg’s brand design manager.
