New Logo, Brand Refresh for Hershey (Slideshow)

Iconic candy company updates corporate look

Heshey (CSP Daily News / Convenience Stores / Candy / Snacks)

HERSHEY, Pa. -- The Hershey Co. is unveiling a refreshed corporate brand that it said builds on the company's legacy and creates a new, modern look and feel that positions it 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 predominately U.S. chocolate maker to a global confection and snack company, it said. The new branding will affect all visual aspects of how Hershey 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.

The new corporate logo--built upon the globally recognized "HERSHEY" logotype used on its Hershey's chocolate bar--is a modern update that features a new interpretation of the iconic shape of its Kisses-brand chocolate. Along with the new logo, Hershey is implementing a new, disciplined visual identity system that is inspired by the 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.

"Today, we are much more than the Great American Chocolate Bar," said Mike Wege, senior vice president 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 company said.

The Hershey Co., with headquarters in Hershey, Pa., is a global confectionery leader with chocolate, sweets, mints and other snacks. The company, which has more than 80 brands around the world that drive more than $7.1 billion in annual revenues, includes such iconic brands as Hershey's, Reese's, Hershey's Kisses, Jolly Rancher and Ice Breakers. Hershey is focused on growing its presence in key international markets while continuing to build its competitive advantage in North America. Additionally, Hershey is poised to expand its portfolio into categories beyond confectionery, it said.