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The Hershey Co. has taken the foil off a redesigned corporate logo that the candy giant says "underscores the company's evolution from a predominately U.S. chocolate maker to a global confection and snack company."
The new logo still includes an image of a Hershey's Kiss, but the new mark shows the tiny candy in silhouette form, stripping off the shiny foil wrapper shown in the old logo. The new image also looks a bit less like the logo shown on a Hershey bar, making use of updated typography and removing the apostrophe 's,' going with "Hershey" rather than "Hershey's."
In addition to the new logo, Hershey stated that it is "implementing a new, disciplined visual identity system that is inspired by the famous colors of its most iconic brands, including Hershey's, Reese's and Ice Breakers, to bring a more colorful and consistent look to all of the company's visual materials."
The logo design was handled in-house by Hershey Global Design, with assistance from goDutch of Cincinnati and Alexander Design Associates of New York.
"The new branding will impact all visual aspects of how The Hershey Company presents itself, from consumer communications to websites to the interior design of its office spaces and the look of its retail stores," the company said in a statement. "While rooted in a rich heritage, the new corporate brand reflects a modern, approachable look that reflects the company's openness and transparency as it has grown into a global company."
While the logo changes might seem subtle to the casual observer, the updated mark is attracting attention in design circles. A design blog called "Brand New" got an early look at the new mark and posted about it on Thursday, providing commentary on every little detail.
"The new logo is now more clearly a corporate mark, formally integrated and more easily recognizable and reproducible," the blog stated. The blogger continued: "I particularly enjoy the detail of the 'R' cradling the 'S' -- and a flat Kiss that's as recognizable in a single color as it is as a full-color photograph. Repeating 'The Hershey Company' under 'Hershey' still seems odd, but I guess it is what it is."