# Kellanova new logo (2023)

> Kellanova launched a new logo in Oct 2023. Oct 2 2023: Kellogg Company renamed Kellanova after spinning off WK Kellogg Co.

## Key facts

- Brand: Kellanova
- Launched: Oct 2023
- What changed: Oct 2 2023: Kellogg Company renamed Kellanova after spinning off WK Kellogg Co.
- Why: Kellogg's snacks business became Kellanova when the company split in two, with the cereal arm keeping the Kellogg name.
- Industry: Food & drink
- Logos: https://rebrandlog.com/logos/kellanova-2023/before.png (before), https://rebrandlog.com/logos/kellanova-2023/after.svg (after)

## The rebrand, explained

In 2023 Kellogg Company separated into two public companies. The North American cereal business, with Frosted Flakes, Raisin Bran, Rice Krispies and Corn Flakes, was spun off for the US, Canada and the Caribbean. The rest, global snacking, international cereal and noodles, plant-based foods and North American frozen breakfast, home to Pringles, Cheez-It, Pop-Tarts and Eggo, needed a new name. The Kellogg's brand itself stayed on packaging on both sides worldwide.

On 15 March 2023 the company unveiled the names. The snacking business became Kellanova: 'Kell' for the enduring connection to Kellogg, and 'anova', from the Latin 'nova', new, signalling ambition to keep evolving as a global snacking powerhouse. Its logo keeps the iconic Kellogg Company K to connect to heritage, while a forward-curved, extended v stands for momentum. The cereal company became WK Kellogg Co, dropping the periods from W.K. Its logo derives from the founder's signature script, with the 'Co' underlined and raised; chief executive designate Gary Pilnick called it a 117-year-old start-up.

Marketing Week framed the pair as one identity paying tribute to heritage and another facing forward, reflecting different approaches to brand building. Only the K in Kellanova uses the familiar Kellogg letterform.

The names took effect with the spin-off later in 2023. Steve Cahillane became chairman and chief executive of Kellanova.

Food Dive got the chief executive's reasoning. He wanted something disruptive: people would see Kellogg in the iconic K, then ask what was new. The company had considered an entirely new name, as Kraft did when it split off Mondelez in 2012, but chose one that would not be hard to explain, and the Kellogg's name stayed on products of both companies. Snacking made up roughly 80 percent of sales, which explains who got the new name. Keeping the K buys instant recognition; nova supplies the ambition, and the modern type next to the K has to carry the difference between the two companies.

Kellanova is a classic spin-off name: invented, inoffensive and forgettable, built to be read in investor decks rather than on shelves. Keeping the script K is a sensible thread to the past, and the swooping v adds some energy. The cereal company got the better brand: a signature people already trust.

In short: One K kept, everything else new.

## Sources

- https://newsroom.kellanova.com/2023-03-15-KELLOGG-COMPANY-UNVEILS-NAMES-FOR-GLOBAL-SNACKING-AND-NORTH-AMERICAN-CEREAL-BUSINESSES-FOLLOWING-PLANNED-SEPARATION
- https://www.marketingweek.com/kellogg-company-kellanova-brand/

## Cite this

Rebrand Log, "Kellanova new logo (2023)", https://rebrandlog.com/rebrand/kellanova-2023/, last updated 2026-10-20.