The Hershey Co. has revealed a revitalized corporate brand that aims to build on the confectionery maker's iconic legacy and impart a modern, forward-looking vibe.
Key to the corporate brand overhaul is a new company logo, which means to illustrate the evolution from a mainly U.S. chocolate maker to a worldwide confection and snack company. The new branding will affect all visual aspects of how Hershey presents itself, including consumer communications, websites, the interior design of its offices, and the decor of its retail stores.
"Today, we are much more than the 'Great American Chocolate Bar," affirmed Mike Wege, SVP and chief growth and marketing officer at Pennsylvania-based 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."
Brand Promise Fulfilled
The new corporate brand supports and reinforces the purpose, values and culture that have defined Hershey since its founding in 1894. Hershey's brand promise –- Bringing Goodness to the World –- is conveyed through the company's brands, its employees and its longstanding programs to aid needy kids, the last of which stretches all the way back to when the company’s founder established the eponymous Milton Hershey School for disadvantaged children in 1909, and continues to this day.
The new logo, based on the familiar Hershey's logotype used on the company's famed chocolate bar, features an updated version of the shape of its Kisses brand chocolate.
Additionally, Hershey is rolling out a disciplined visual identity system inspired by the famous colors of such classic brands as Hershey's, Reese's and Ice Breakers, with the intention of creating a more vibrant and consistent look across the company’s visual materials.