Famous candy company Hershey has changed its logo recently, and though the changes have been criticized, it's important for the business to stay with its plan. Confectioners need consistency and the ability to be recognized when it comes to their candy labels.
The new logo looks similar to the previous one, with the same font and background, except for one notable exception: The apostrophe and the "s" on the end have been removed. Instead, the logo ends with the silhouette of a Hershey's kiss, with the wrapper curling up to make the image of an s.
Perhaps inevitably, the change has provoked disparaging comments on Twitter, and journalists have responded negatively as well. Writing for the Motley Fool, Rich Duprey says that the overwhelming opinion about the redesign seems to be negative.
However, Duprey also notes that this change is part of a larger strategy that puts the Hershey logo on the same color palette as its key products. Not all opinions are negative, either: The design website Brand New recently analyzed the changes and said they were for the better overall.
"The new logo is now more clearly a corporate mark, formally integrated and more easily recognizable and reproducible," the site stated. "What's great is that it's basically the same elements as before but with more intention." The piece concludes by saying that the new logo "gives The Hershey Company its own voice."
Once again, we see that color is important not just for individual items but as part of a wider brand strategy. By the same token, companies should invest in a color label printer that gives them the right range of hues.
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