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HERSHEY, Pa. – The Hershey Co. is refreshing its corporate brand in order to build on its 120-year legacy while creating a new, modern look that positions it for the next century.
A key element in this strategy is Hershey's new logo, which was redesigned to underscore the company's evolution from a predominately U.S. chocolate maker to a global confection and snack company.
The new branding will impact 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 company said 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.
"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."
Hershey's new corporate brand supports and reaffirms the purpose, values and culture that have been the foundation of Hershey since 1894. In addition, its brand promise, Bringing Goodness to the World, is a commitment that is deeply rooted in the company's heritage and fundamental to the company's current and future success, according to the announcement.
The new corporate logo is built upon the globally recognized Hershey logotype used on the Hershey's chocolate bar and serves as a modern update that features a new interpretation of the shape of its Kisses brand chocolate.
Hershey is also implementing a new, disciplined visual identity system 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.