Broad makeover of the confectionery leader’s corporate branding includes a new global visual identity.
It was 120 years ago that people across America fell in love with the name “Hershey’s” stamped on a chocolate bar.
Today, The Hershey Co. — known for its iconic Hershey’s Milk Chocolate bars and more than 80 other confectionery brands around the world — is unveiling a refreshed corporate brand that builds on the company’s powerful legacy and creates a new, modern look and feel that positions the company for the next 100 years.
A key element of the broad corporate brand makeover is a fresh, new company logo.
The logo redesign underscores the company’s evolution from a predominantly U.S. chocolate maker to a global confectionery and snack company. 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.
The chocolate maker also dropped the ‘S, found on the consumer-branded products, underscoring the fact that The Hershey Co. is about more than Hershey’s chocolate.
Along with the new logo, Hershey is implementing a new, disciplined visual identity system 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.
The new branding will impact all visual aspects of how The Hershey Co. presents itself, from consumer communications to websites to the interior design of its office spaces and the look of its retail stores.
While rooted in a rich heritage, the new corporate brand reflects a modern, approachable look that reflects the company’s openness and transparency as it has grown into a global company.
“Today we are much more than the ‘Great American Chocolate Bar,’” says Mike Wege, senior v.p. and 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.”
The new corporate brand supports and reaffirms the purpose, values and culture that have been the foundation of Hershey since 1894.
The Hershey Co.’s brand promise — Bringing Goodness to the World — is deeply rooted in the company’s heritage and fundamental to the company’s current and future success. This promise is delivered by Hershey’s iconic brand portfolio, its people and the longstanding programs to help support children in need, a commitment that spans more than a century tracing back to when company founder Milton Hershey founded the Milton Hershey School for disadvantaged children in 1909.
The company’s work helping kids in need continues, including support of cocoa-growing communities worldwide and innovative projects in Ghana that provide nutrition and education to malnourished children.
Source: Candy Industry