Hershey's New Logo Is a Buzzkill Online

Company soldiers on with rebranding efforts

The Hershey Company's new logo

The Internet has been buzzing about Hershey’s new logo, and not necessarily in a good way. The redesign is a key part of the 120-year-old company’s wider rebranding efforts.

In an effort to expand its identity beyond just chocolate bars and to attract a broader customer base, The Hershey Company is moving away from the 3-D styling of its old logo to a simpler and more modern flat design.

But the brand's new emblem has been the brunt of many jokes on social media because of its striking resemblence to a popular emoji.





Mike Wege, chief growth and marketing officer at Hershey, said the company is trying to focus on offerings other than the 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.”

Hershey will also incorporate a new “disciplined visual identity system” based on the recognizable color schemes of some of its most successful brands, including Reese’s and Jolly Rancher. 

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