After 120 years, The Hershey Company decided it was time to “refresh” their logo as part of a rebranding effort to solidify their position as a global confection and snack company. Their iconic Milk Chocolate Bar and Kiss had been mainstays as part of their logo, though apparently not after this controversial rebranding … So, just let me ask this right off the bat: Does anyone on their rebranding team have one of the following?
1. An iPhone, 2. A twitter handle, or 3. A 12-year old child?
“Today we are much more than the ‘Great American Chocolate Bar,’” said Mike Wege, SVP and Chief Growth and Marketing Officer at Hershey, as seen in Business Wire . “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.”
So, along with the new logo, the rebranding includes a new, Visual Identity System inspired by the famous colors of its most iconic brands, now including Reese’s and Ice Breakers. Hershey hopes this will bring a more colorful and consistent look to all of the company’s visual materials.
REALITY CHECK: While Hershey kept a font that is a first cousin to the stamp-effect on their Milk Chocolate Bar, they have dropped the “s” and restyled the image of the Hershey Kiss. And this is where the problem lies: the new stylized KISS within the logo, looks like the poo emoji’s first cousin! While social media is having a field day with this, The Hershey Company says it is moving forward with the rebranding.
Lesson Learned: Best to do a Reality Check before taking actions this big …and in this case, particularly with #3 above.