On the shuttle ride home today, I was aimlessly looking out the window, thinking about taking a nap, when we drove by the Hershey’s store, and I thought to myself, “who even goes there anymore?” Ghirardelli is across the street, and how big of a market can there honestly be for a candy store? I personally am not a big chocolate person, or sweets for that matter, but I do understand the appeal to some people of getting a chocolate bar that’s bigger than their head. My thoughts were that Hershey’s doesn’t seem as prevalent as it used to, and to my surprise while surfing the Internet tonight, I was right.
As it turns out, Hershey’s, now Hershey, has been in the works of rebranding their image to be more inclusive of all their candies and confectionaries, instead of just their chocolate. A few days ago, on September 2nd, 2014, they unveiled their new brand logo to the world, and, of course, they have received some harsh backlash. Some critics on Twitter are saying that the company’s redesigned logo looks like it has everyone’s favorite iPhone Emoji in it.
Personally, I think the new logo looks amazing in comparison to their old logo. The old logo was cluttered and complicated, with its realistic Hershey Kiss in it, tin foil and all. The new logo is sleek and cohesive. My only real complaint with the logo is that I think it’s rather repetitive for it to say “Hershey,” and then have “The Hershey Company” right underneath it. Personally, I don’t see the Emoji within the logo, because I am familiar with the Hershey Company and with Hershey kisses, but many people feel differently.
The Hershey Company is over a hundred years old, much older than the idea of a turd Emoji on the iPhone was even conceived. It is interesting to think about how the people at Hershey are feeling about all their hard work and money being put into a rebranding effort, only for the Internet to take a glance at type, “lol, that looks like the shit emoji #ew.” What if Hershey had rebranded their company ten years ago? People would have thought that the Emoji looked like a Hershey, and not the other way around. It makes me wonder: what products, images, logos, companies, etc. have been laughed at or ridiculed when they tried something new?
What do you think of Hershey’s new logo? Is it delicious or shitty?
Rudy, M. (2014, September 2). Hershey’s New Logo Is a Buzzkill Online. Retrieved September 3, 2014, from AdWeek website: http://www.adweek.com/news/advertising-branding/hersheys-new-logo-buzzkill-online-159839
Patterson, S. (2014, September 2). Hershey’s New Logo Accompanies Corporate Rebranding. Retrieved September 3, 2014, from WebProNews website: http://www.webpronews.com/hersheys-new-logo-accompanies-corporate- rebranding-2014-09