Snacks & Candy

Hostess Brands Introduces New Corporate Identity

Works with design agency CBX to reflect the company’s business model and growth mindset
Hostess Brands logo before and after reimage
Photograph courtesy of Hostess

LENEXA, Kansas — Snack maker Hostess Brands Inc. has redesigned and modernized its corporate brand identity in collaboration with New York-based brand design agency CBX to reflect the company’s business model, spirit and growth mindset, the company said.

“Today’s Hostess Brands is a modern, innovative, disciplined and thriving snacking company,” said Andy Callahan, president and chief executive officer of Hostess Brands, Lenexa, Kansas. “Over the past two years, our business has consistently achieved over 9% growth each quarter. We’re incredibly proud of the progress we’ve made, and we are just getting started. At the end of the day, you can’t just tell people we’re a different company. You have to show them too.”

CBX designers’ aim was to visually strengthen Hostess Brands’ position as a “transformational, growth-oriented leading snacking company positioned to capitalize on consumer trends and deliver long-term sustainable growth,” he company said.

CBX reimagined the Hostess Brands corporate identity with color choices of deep, dark blue representing strength and quality, complemented by a rich red to signify the heart, passion and excitement for the future of snacking, Hostess said. The letterforms for the new identity are customized with flourishes on the Isidora font, “bringing a subtle smile to the H, and a little kick to the D, R and A. The back half of the new Hostess Brands identity loops, connects and flows as a nod to the company’s speed and agility.”  

Finally, the Hostess Brands mark is capped with a new dual-tone red heart, a visual representation that honors the company’s legacy while turning the page toward Hostess Brands’ bright future, it said. The finishing touch was to modify the company's name with the new term “brands,” ensuring that the new corporate identity is inclusive of both its iconic products, as well as new brands and products such as Voortman wafers and cookies in its portfolio.

“What CBX created for Hostess Brands was, at heart, a balancing act,” said CBX creative director Chris Cook, “combining the highly recognizable color palate with the spirit of integrity, grit and passion that sets the company apart from the category.”

There is no change to the Hostess consumer brand design mark, which appears across the company’s packaging assortment of Twinkies, CupCakes, Ding Dongs and other snack products.

Based in New York and Minneapolis, the CBX agency provides brand positioning and product portfolio architecture, identity design and corporate branding, package and private label design, and retail activation services to brands around the world.

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