Hershey's is the leading manufacturer of chocolate in all of North America. They have designed a new logo and launched it at the end of last week. It produced a lot of controversy.
What has always called the attention about Hershey's is that you can always see something in their logo. People have talked about the old logo since they launched it because they thought it had a "hidden message." Or more like a hidden shape, if anything.
And it's true. In the logo of Hershey's, which has as a main object a kiss because the shape of the chocolate is supposedly a kiss too, they had multiplied the quantity of said kisses and in between the "K" and the "I" from "Hershey's Kisses" you could see another kiss. It was a cute and a nice detail for the eye. Also, it wasn't too obvious, so when a person discovered it by themselves it was more exciting.
This last week, during the weekend actually, Hershey's took the opportunity probably of Labor Day and decided to change the logo, the main one and turn it into something else.
According to the company, the idea was something along these lines: "Our refreshed visual identity is a step of progression and modernity."
What really happened is a little bit different. People saw the new logo and instead of believing it to be a new modern way to look at the Company, they thought first that it was a joke, the new design.
And when they realized it was very much a fact, they all joked about it. The logo does have a design that doesn't look like a chocolate anymore, but "a bag of poop," like many people have expressed.
The even funnier detail is that a lot of people have been doing some graphic design touches on the logo and positioned a smiley face in the chocolate, so it looks more like poop and then other designs, as well.
Well, Hershey's clearly didn't get the reaction they were expecting but the bright side is that they definitely got a lot of creativity out of people and attention that cannot be denied.
