Hershey’s New Logo Accompanies Corporate Rebranding

    September 2, 2014
    Sean Patterson
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For over 100 years The Hershey Company has been associated with American chocolate. Now the company has announced a significant corporate rebranding that includes a new logo design.

According to Hershey’s announcement, the rebranding is bringing a “refreshed” corporate brand that it hopes will position the company well for the coming decades. Hershey also believes that the new branding has created a “new, modern look and feel” for the company.

New Hershey Logo

The idea behind the new logo, according to Hershey, is to emphasize that the company now makes much more than just chocolate bars. The new look is supposed to convey Hershey’s “openness and transparency” while presenting the company as a “global confection and snack company.”

“Today we are much more than the ‘Great American Chocolate Bar,’” said Mike Wege, chief growth and marketing officer at Hershey. “We have an amazing portfolio of iconic brands in confectionery and snacking, a great workplace filled with remarkable people and a longstanding commitment to giving back to our communities. Our updated company brand and refreshed visual identity is an expression of our progression to a modern, innovative company that positively impacts our local communities as we continue to grow globally.”

In addition to the new corporate logo, Hershey is also rolling out a “disciplined visual identity system” that incorporates a variety of its brands. The system, which includes recognizable Hershey brands such as Reese’s and Jolly Rancher, will be used by the company to bring a “more colorful and consistent look” to its marketing materials.


While The Hershey Company is obviously proud of its new branding, the internet has (of course) found a way to create some drama over it. The new Hershey logo includes the outline of the company’s popular Kisses candy. Some Twitter users with questionable things on their mind have pointed out that the candy vaguely resembles the poo emoji used for text messaging.

Images via Hershey/Business Wire

  • SWF

    Whatever – I say if it isn’t broke – don’t fix it.

  • 2stepper

    Why did your company start printing “Distributed By” instead of MADE IN MEXACO on the back of products ? .Guess it hurt your sales, I hope it has. I won’t buy your products any longer. You move manufacturing plant to Mexaco, take jobs out of America, then ship the dull nasty products up here and expect Americans to by them, not me and I hope many more wont buy them. UNAMERICAN !

    • Steaming pile of poop


      • 2stepper

        You are a vile MF’er a real POS as you already actknowledge. A wart on the as* of society and you’re probably proud of it, correct ?

        • Steaming pile of poop

          No, not correct Mr.Smartypants how do you know I “actknowledge” and it’s Acknowledge FYI, and a wart on the as* are you kidding me? and I’m not proud of it go away or grow some balls you d bag

  • 2stepper

    Yes, I know Mexico was misspelled.

    • jim

      So let me ask, with all due respect, why did you intentionally misspell the name of another country? Why would you want to insult a people who, in general have no ill will toward us? Is it to build resentment or to perpetuate the perception of the arrogant Americans in the eyes of the world?

      • Steaming pile of poop

        FUCK YOU

        • jim

          Well that is a real mature response Mr. Troll

      • 2stepper

        Exactly, they insult me waving their flags. Yes, lets talk about arrogance and ignorance, you really think their allegiance is to the United States, if so, think again. As for ignorance, they are incapable of learning English, so the liberal answer is to require teachers to be bi-linqual. I hope I’ve answered your questions, but probably not to a liberal’s derailed thought process. I further doubt if they felt disrespect as they probably didn’t realize the misspelling.

        • jim

          I definitely understand that but I don’t think that is a majority of Mexicans who stay and work in their country to make a better life for their families. I am far from a liberal, believing firmly in the melting pot concept, if you come to this country you should embrace the culture, but I would guard myself against hating a people just because of their nationality or race. Thanks for your response. I DO understand where you are coming from, 2stepper

  • SPB

    Probably some ad firm made a pitch to them to dabble with something not broke and likely got millions on the deal.

    • Steaming pile of poop


  • Anne-Marie R. Foster

    It’s just so different from before, I don’t think consumers will equate
    the same brand loyalty if they can’t recognize the logo (big wide eyes
    and serious sarcasm). In an age when it’s “hip to be retro”, why didn’t
    they pull out the original design and give that a modern twist? To
    heck with the logo, I just wish they still made really great chocolate.

    • Steaming pile of poop


  • jim

    Why do companies feel they need to change things ? I understand the business cycles, having an advanced degree in business, however if your company is a leader in the industry and there is no one that can challenge it – sometime even if there is as in the case of Coke making changes a few years ago and then having to change back to the “Coke Classic” – there is something to be said for having a proud 100 year history. I would be interested in hearing what others think about that (on a serious note)

    • sam I am

      I think the NEW POO is a good brand image

      • Steaming pile of poop


  • Steaming pile of poop