General Foods

1959–1962

1962–1984

1984–1990

Designer:  Saul Bass G. Dean Smith

Typography:  Unknown

Launched:  November 1984

In November 1984, General Foods adopted a new logo created by Saul Bass, featuring a stylized leaf.

"The leaf conveys the notion of growth as it relates to the nature of the company's business - food - and to the corporation itself." - Saul Bass in the New York Times[1]

In 1990, General Foods merged with Kraft, Inc. to form Kraft General Foods, Inc. Currently, most of its brands are owned by its successors, The Kraft Heinz Company and Mondelēz International.

General Foods

Kraft Foods, Inc. ►