When a well known company changes something to their corporate identity, people usually have something to say about it, and it’s not always very flattering. However, this time, I think many designers will agree with me. The logo redesign that Hershey’s bought into it’s a very nice evolution of the old logo, with the reality of the brand – their kisses product is almost synonym with their company name. What better icon to choose to accompany this well known brand rather than the kiss?
Logo redesign done right
The new logo is not revolutionary. It’s evolutionary in a very pleasant way. It keeps the same font, cleanse it up and adds a subtle icon. No gradients, no bevels, no frills. Just a nice, clean, modern looking logo. Well done, Hershey!
The updated logo is built around the globally recognizable Hershey logotype and the beloved KISSES icon, which is both simplified and activated as a symbol that represents the company’s promise of ‘Bringing Goodness to the World’. Dropping ‘S, found on the consumer-branded products, underscores that The Hershey Company is about more than HERSHEY’S chocolate.
The KISSES icon offers flexibility to highlight visual imagery across the Hershey product portfolio. (Photo: Business Wire)
As expected, the new icon brings to the table much more than a nice small icon in the logo. It opens up possibilities to present the brand in a fresh, new way, both internally and externally.
As they put it in their own words:
The new corporate logo – built upon the globally recognized HERSHEY logotype used on its famous Hershey’s chocolate bar – is a modern update that features a new interpretation of the iconic shape of its Kisses brand chocolate. Along with the new logo, Hershey 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.
You can read the full press release here.