Kraft or Krap?

With a new purpose and values setting a fresh direction, Kraft Foods also gave its corporate logo a facelift to more clearly deliver “delicious.” Starting today, people around the world will begin to see the new identity that deliciously features a smile, the natural reaction to delicious foods and experiences, and a colorful flavor burst. It signals to employees, consumers and investors what the new Kraft Foods is all about.

I am not really sure what to say about this rebrand. The original logo was iconic and everyone knows what it looks like. The new one has a generic feel to. The tag line font is a terrible choice, which ruins the clean feel of the previous logo.