Hershey’s Unwraps A New Identity

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The Hershey Company, known for its chocolate bars and dozens of other candy products, has refreshed its corporate brand. A key element of the makeover is a new logo developed by Hershey Global Design, led by Senior Director Global Head of Design Ron Burrage, in collaboration with the Cincinnati-based goDutch design studio. New York’s Alexander Design Associates provided the custom typeface. The logo is built on the recognizable Hershey’s logotype but is a modern update that re-interprets the iconic shape of the Kisses product line.

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More broadly, the company is implementing a visual identity system inspired by the famous colors of its best known brands, including Hershey’s, Reese’s and Ice Breakers. The branding impacts all visual aspects of how the confectioner presents itself, from consumer communications to websites to office and retail interiors. The reinterpretation of the Kiss icon, stripped of its silver foil, set off a wave of negative reaction on social media by people who believe they see (God forgive us) a poo emojicon.

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