The Kraft Group, LLC is the privately owned holding company for the Kraft family’s diverse business interests, headquartered in Foxborough, Massachusetts. The company describes itself as a family of businesses spanning paper and packaging, sports and entertainment, construction and real estate, and investments. Its most visible assets include the New England Patriots, the New England Revolution, and Gillette Stadium. Robert Kraft created the Kraft Group in 1998 as a holding company for Rand-Whitney, International Forest Products, and his family’s other interests, most notably in sports. [1]
Design and History
The Kraft Group’s visual identity is a straightforward wordmark. The company’s official website displays the name “The Kraft Group” in a clean, professional typographic treatment without a pictorial symbol or emblem. The identity relies on the typography itself to convey the corporate nature of the organization. [2]
Unlike its subsidiary brands, such as the New England Patriots or Kraft Sports + Entertainment, which have their own distinct marks, The Kraft Group presents a restrained, text-based identity. The company’s website describes its operations across paper and packaging, sports and entertainment, construction and real estate, and investments, and the wordmark serves as a neutral identifier for these varied interests. [3]
The identity has remained a consistent, understated typographic mark since the holding company’s formation in 1998, with no documented visual changes or rebranding events.
Meaning and Symbolism
The Kraft Group’s identity does not employ a symbol or icon with documented meaning. The wordmark itself carries no officially stated symbolism. The company’s own communications emphasize its role as a privately owned, family-operated holding company and its guiding principles, which include acting like an owner, exercising good character, being inclusive and respectful, and focusing on products and customers. [4] These values inform the company’s culture but are not visually encoded in the logo.
Typography and Design
The Kraft Group wordmark uses a straightforward, professional typographic treatment. The company’s website presents the name in a clean, legible style consistent with corporate identity conventions. The identity’s simplicity allows the subsidiary brands within the Kraft family of businesses to maintain their own distinct visual identities.
Logo Index is an independent educational archive covering logos, visual identities and graphic design history. All trademarks and brand assets remain the property of their respective owners.
