New Hershey logo draws criticism
Twitterverse makes a stink over new visual identity
Some online observers are dumping on Hershey’s new logo.
Part of a new global visual identity launched by The Hershey Company on Aug. 29, the logo is an effort to update the look of the 120-year-old company. The 3D styling of the Kisses chocolate featured in the previous logo has been replaced with a stylized version of the sweet treat.
The change prompted online criticism, with people pointing out on Twitter that the new treatment of the Kisses chocolate resembles the emoji (text messaging emoticon) for poop.
Hershey’s senior vice-president and chief growth and marketing officer, Mike Wege, said in a release that the updated brand and 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 company aims to establish through its corporate rebranding that, with more than 80 brands around the world, it’s about much more than the chocolate bar with which it is widely associated. The company also makes mints, sweets and other snacks.
In the meantime, though, it seems the unflattering online buzz about its new logo will see it suffer through some stinky associations first.
Read more about the logo controversy here.