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.
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.
— Michael McNevin (@michaelmcnevin) August 29, 2014
Images via Hershey/Business Wire