Hershey has unveiled a new logo as part of a corporate brand makeover designed to reflect its “evolution from a predominately U.S. chocolate maker to a global confection and snack company”.
The new branding will impact all visual aspects of how the firm presents itself, from consumer communications to websites to the interior design of its office spaces and the look of its retail stores, said Mike Wege, senior vice president and chief growth and marketing officer.
“Today we are much more than the ‘Great American Chocolate Bar’. We have an amazing portfolio of iconic brands in confectionery and snacking...
"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 what do the branding experts think?
Beverly Murray, founder of branding agency R+M, told FoodNavigator-USA said the new look was a "job well done".
She added: "It's the perfect balance of yesterday and tomorrow – keeping what matters to you and me while evolving what is necessary to tell their story. Too often companies abandon an iconic image or “smooth the edges” in a manner that looses its emotional connectivity. The Hershey transition does not disappoint."
Click HERE to see a gallery of pictures.