Kraft has unveiled a new logo and has changed its URL from kraft.com to Kraftfoodscompany.com.

The new URL is clunkier, but won't really make a difference as kraft.com simply redicrects to the new address.

As you can imagine, though, I want to offer my two cents on the new logo.  In general, I think logos are important for companies to have.  They help brand the company and establish them in the minds of the people they need to reach.

Sometimes, however, companies put way too much stock into their logos; management sometimes thinks that a new logo will help redefine a company.

In other cases, where a company is in the midst of a turnaround or course-change, a new logo, unveiled at the right moment, can help underscore the company's new, positive direction.

That's what happened with Kraft.  The company is turning itself around.  It's changing the way it does business.  The company is two years into its three-year program.  It's timing is right.  What's more, management seems to be saying, "We're not relying on a new logo to help redefine us; our new logo underscores and celebrates what we're in the process of accomplishing."

Undoubtedly, the company paid a pretty penny for the redesign.  I don't think it's wasted, though, because it seems like the new look is working hand-in-hand with the new way they do business.