HERSHEY, Pa., Aug. 29 (UPI) -- The Hershey Company unveiled a new corporate branding and redesigned logo Friday, describing the new look as "fresh" and "modern," while others say it looks suspiciously like emoji poop.
The new logo is simplified compared to its predecessor, dropping the three-dimensional effect and serif font on the wording, and replacing the image of an actual Hershey's kiss candy with a stylized one.
The logo sticks to the same tried and true colors of brown, white and silver.
"Today, The Hershey Company – known for its iconic Hershey's Milk Chocolate bars and more than 80 other confectionery brands around the world – is unveiling a refreshed corporate brand that builds on the company's powerful legacy and creates a new, modern look and feel that positions the company for the next 100 years," a news release from the Hershey Company on the unveiling said.
The company said the new look will be featured across all platforms, from communications, websites and even the look of office spaces and retail stores.
"Along with the new logo, Hershey is implementing a new, disciplined visual identity system that is inspired by the famous 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," the release said.
Already some media outlets and design gurus are comparing the new Hershey kiss look to a less-than-delicious text emoji we all love so much.
On second thought, the new Hershey Kiss logo *does* kinda look like a steaming pile of.. pic.twitter.com/wI78Bz10rP— The Logo Factory (@TheLogoFactory) August 28, 2014