Kellogg’s Rebranding, The ApostropheThat Became Cereal

25 March 2025

Kellogg has introduced a new brand identity, emphasizing its commitment to morning routines with the slogan “Seed Your Day.” This message reflects Kellogg’s respect for its customers’ unique ways of starting their mornings. Recently, Kellogg collaborated with Leo Burnett to launch the creative campaign “See You in the Morning,” featuring Cornelius the rooster roaming the city.

The new visual identity draws significant inspiration from the rounded wordmark introduced in 2011. Kellogg’s signature apostrophe has been cleverly incorporated across various design elements. It plays a key role in the brand’s exclusive typeface, Cornelius Sans, and is even depicted as a single piece of cereal in motion graphics. The wordmark on packaging is slightly cropped at the edges, drawing attention and making the package appear larger. The truncated apostrophe and “s” create a striking visual effect that emphasizes the Kellogg name. Additionally, a clock resembling a cereal bowl filled with milk symbolizes the morning hours, while white milk and bowls are used to represent Kellogg’s cereals. The new color palette is inspired by the brand’s diverse product range.

Pete Matthews, Kellogg’s Director of Brand Design & Operations, stated, “As a global brand, our goal is to strengthen our presence while delivering a consistent brand experience across the entire consumer journey.” Lisa Llewellyn, Kellogg’s Brand Design Manager, praised the new visual identity, calling it “world-class.”