KRAFT logo

hrant's picture
Bald Condensed's picture

Aw, come on, Hrant, you just know we're gonna say "custom designed logo". Really. :^P

hrant's picture

Well, even if they didn't base it on an actual font it's probably very close to some actual font, no? That's what I need.

hhp

hrant's picture

BTW, what's a good -and simple- emoticon (AKA smiley) for puking/disgust/ridicule?

hhp

Alessandro Segalini's picture

That "Wat duh font?" made me laugh, it's funny man !
It's probably krafted :))

Spire's picture

BTW, what’s a good -and simple- emoticon (AKA smiley) for puking/disgust/ridicule?

:p

or

xp

hrant's picture

Tiffany, that looks like a prime candidate for a face transplant.

> :p

Ah, or using a thorn:

hhp

Spire's picture

Yeah, I've seen the thorn variant too. It looks better, but it's just not as convenient to type. I use the version with the colon (:p) to denote ridicule. For straight disgust, it's hard to beat xp (or ).

BTW, here's a higher-resolution copy of the Kraft logo.

I can't find a close match. Best I can do are Laudatio Bold, John Sans Heavy Black, and Penumbra Flare Bold.

hrant's picture

The higher-res version is definitely different (and better).
I'm assuming it's a recent rendition, while my link shows an older one?

hhp

ebensorkin's picture

:-0≈

bowfinpw's picture

I'm having troble believing that those two KRAFTs are the same logo. I think the one Hrant posted is almost identical to Futura Bold+, which means Bold with a little extra stroke thickness.

- Mike Yanega

bowfinpw's picture

I just went and looked at a package of Kraft cheese slices with a magnifying glass, and sure enough it seems to have very tiny flare serifs, just like the sample Spire posted. Ok, so I will say if that's the 'new' Kraft, all they would have needed to do is barely move the single corner endpoints of the Futura Bold+ in outline form. It would be easy in a font program.

- Mike Yanega

bowfinpw's picture

Another thought -- could those 'serifs' be ink spread? How did you make your image Spire? If it was a scan from a product, it might be a printing 'artifact'.

- Mike Yanega

hrant's picture

But there are other -in fact bigger- differences
between the two - like just look at the "A"s.

hhp

Spire's picture

Mike, I just found it via a Google search. Looking at it closely, I'm sure it's not a scan. It's clean and perfect -- almost certainly a direct render from vectors.

I didn't look closely at Hrant's image (I just glanced at it before deciding to search for a better copy of the logo), so I didn't notice the difference until Hrant pointed it out.

marcox's picture

Not sure what you have in mind, Hrant, but you don't need to know the original typeface to do this:

;)

AndrewSipe's picture

:^þuke

What's the Thorn/thorn used for anyway?

Nick Job's picture

Petit-serif, eh?

IKEA logo also has them.

I think they keep the logo sharp at the points when it's printed small.

Wikipedia says:

"Petit-serifs are small serifs, which are attached to regular sans-serif fonts. These are normally added to fonts from rival font foundries to give them a better appearance and to reward the people who added the petit-serifs."

Someone tell me what that means?

Should it technically be petits-serifs? Anyone speak French?

Back to the Kraft logo, I think the answer might be Antique Olive Black with petit(s)-serifs.

Ch's picture

those serifs really help the cheese go down smoooothhhh...

.-}

Littlepixel™'s picture

I was gonna say Antique Olive too. Maybe even the Nord cut. With petit serifs added. And IKEA. You are my people!

SuperUltraFabulous's picture

First its was the protoglyph post. Now this- Hrant is everything okay?
I live LA too I can make house calls if you holla.

hehehehehehehe.

Mikey ;-P

Nick Job's picture

Antique Olive Nord too bold. Antique Olive black too light. Somewhere in between with tiny serifs added to help it stay sharp on a pack of Fat Free Cheese singles.

hrant's picture

Hey, what about Antique Olive Compact? Could somebody send me an EPS of "CRAFT" (note the "C") set in it? Please? Pretty please with diacritics on it?

BTW, I think "microserif" (which I got from Raph,
dunno where he got it though) is a better term.

hhp

hrant's picture

Actually although the Black is a bit too light it's closer in color than the Compact.
So that's my plea. :-)

hhp

Bald Condensed's picture

Plea answered -- let me know if the file's what you need.

hrant's picture

My knight in shining... helmet! ;-)
Thanks man.

hhp

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