Analysis of Hershey Logo

Shri Vile
Parle Kelavani Mandal’s
Narsee Monjee College of Commerce & Economics
(Autonomous)

Bachelor of Management Studies (BMS) Programme
2020-21
TY BMS Semester V Division A
Course Name: CORPORATE COMMUNICATION AND PUBLIC RELATION
Project Title: ANALYSIS OF HERSHEY’S LOGO

Submitted by:
Student’s Name SAP ID Roll No
Yasha Vora 45401180090 A055

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Declaration of Originality
I, hereby declare that this assignment titled ‘ANALYSIS OF HERSHEY’S LOGO’ is entirely

my own work and that any additional sources of information have been duly cited.
I hereby declare that any offline/online sources, published or unpublished, from which I have
quoted or drawn references has been referenced fully in the bibliography list. I understand that
failure to do so will lead to plagiarism and severe disciplinary action will be initiated against
me.
I understand that I may be required to present the assignment and /or appear for viva (Offline
and/ or Online). I acknowledge it is my responsibility to keep myself updated with the schedule
of the presentation/ viva and will ensure I am available during the same.

Student Name: Yasha Vora
Sign:

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ANALYSIS OF HERSHEY LOGO
Name – Yasha Vora

Class – TYBMS A
Roll no. – A055
INTRODUCTION
Hershey is a renowned chocolate brand that was founded in USA in 1894. The company, named
after its founder, Milton S. Hershey, is loved and acknowledged worldwide and distributes
It’s products on all six continents.
The Hershey brand's first name was National Chocolate Tablets, and it was only called Hershey
in 1898. The brand's first five logos were based on an ornate word mark, executed in a golden
colour palette of brown. By 1910, gold had been replaced by silver and the lettering gained a
new bold sans-serif typeface.
The logo we know today was designed in 1952 and was composed of all capital lettering in
silver, placed on a dark brown background.
ANALYSIS
Today’s version of the Hershey logo which was unveiled in the year 2014 uses almost the same
typeface but is executed in dark brown, placed on white.
The curved tail and the "R" letter and the straight cut of the vertical "S" bar make the logo unique
and distinctive. There is an icon placed on the right of the wordmark. Celebrating the brand’s
most popular product, the Kisses chocolates. The icon is drawn in brown with silver ribbon
detail, waving right. The name of colour used in the logo is Dark Sienna and code is #381216.
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Mike Wege, chief growth and marketing officer at Hershey being asked the reason for removing
‘S’from their old logo, said the company is trying to concentrate on offers other than the
chocolate bar : “We have an impressive portfolio of popular confectionery and snacking brands.
Our new brand of business and refreshed visual identity is an expression of our advancement to a
modern creative business.
“For more than 120 years, The Hershey Company HSY has been one of the most recognized
chocolate and confection companies in the world,” Company spokesman Jeff Beckman said in a
written statement. “The updated company logo is built around the Hershey logotype and the
beloved ‘KISSES‘ icon, which is widely recognized and understood by consumers around the
world as a symbol of the company’s longtime commitment to ‘Bringing Goodness to the World.”
However, The Internet was buzzing about Hershey’s new logo, and not necessarily in a good
way. The redesign is a key part of the 120-year-old company’s wider rebranding efforts. But the
brand's new emblem has been the brunt of many jokes on social media because of its striking
resemblence to a popular emoji,
INSIGHTS FROM PRIMARY DATA :

A primary survey was conducted to get an in-depth view about the opinion of people regading
the logo where majority of the respondents were not satisfied with the logo as they believed the
emoji placed beside the logo is a striking resemblence of the popular emoji shown above,
Respondents also mentioned that this emoji might make a negative impact of Hershey in their
mind.
INSIGHTS FROM SECONDARY DATA :

A Popular commercial content editor Mr Michael barnette tweeted “ I thought the new Hershey
logo was a joke at first. But no, their agency really has sold them a steaming turd”.
Kimura Design a very well known designing studio that specializes in creative logo development
& clean , smart and effective design tweeted “Wow, Hershey’s are really going for accuracy
with their new logo”. using a picture of turd as well as Hershey’s kisses for comparing them.
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PRO AND CONS –
PROS -
1)Because they have used a wordmark so brand identification become easy for people.
2)This logo grabs attention of people because of the emoji used and it will have a an impact on
brand recall this will result in community engagement.
CONS -
1) Emoji used beside Hershey isn’t able to represent it’s product properly rather it is resembling
a poop emoji which might create a negative brand image in minds of people.
2) The font used in the logo is represting the brand as very bold and formal while chocolate
brand should be represented as blithe , fun and lively brand.
RECOMMENDATIONS
Since HERSHEY logo faced a lot of backslash majorly because of the emoji used by them based
upon which certain recommendations have been devised which can be applied by HERSHEY :
1) Adding animated character - Given in the original logo the emoji used should be replaced with
an animated character representing HERSHEY famous product HERSHEY'S kisses as it gives
cheerful and lively vibe which HERSHEY as a chocolate brand should definitely have in their
logo.
2) Adding Chocolate Drip - Since HERSHEY is a chocolate brand the main objective of the logo
should be to create a sense of craving in the mind of customers when they see the logo that can
be done by showing a chocolate dripping from the logo as it will give temptations to customers
to buy it and have a taste of it.
3)Representing Premium Quality Food - They should represent the premium quality food being
served by them in their logo that can be done by adding a golden outline in the logo as it gives a
message of Quality Products being served by them.
4) Changing the font - The font used in the logo is represting the brand as very bold and formal
while chocolate brand should be represented as blithe , fun and lively brand, So they should
change the font style used in the logo by using a curvy font.
5) Changing Colour scheme - The colour used in the logo is giving a maroon shade which is
irrelevant to the products being served by the firm rather they should use a brown shade which
will be a good representation.
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6) Recommended Logo
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REFERENCES
Britt, R. (n.d.). "New Hershey logo evokes unsavory images." marketwatch .

Glenday, J. (2014). "Hersheys new logo likened to 'a steaming turd'." thedrum .
Rudy, M. (2014)." Hershey’s New Logo Is a Buzzkill Online. " adweek .
Staff, A. P. (2014)." Hershey's new logo is sealed with a kiss." csmonitor .
Wasserman, T. (2014). "Hershey's New Logo Looks a Lot Like the Poo Emoji." mashable .
APPENDIX
1.Do you like this logo?
2.What do you think about this logo?
3.Do you think the emoji placed beside the logo completely represent their product Hershey’s
Kisses?
4.Do you think this emoji is somewhere similar to Poop Emoji?
5.If selescted “Yes” in the previous question, Do you think this logo might create a negative
image of Hershey in your mind?
6. Do you think this logo could be better?
Name – Yasha Vora

Class – TYBMS A
Roll no. – A055
SAP ID – 45401180090
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Date – 5/10/20

Analysis of Hershey Logo

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Shri Vile

I, hereby declare that this assignment titled ‘ANALYSIS OF HERSHEY’S LOGO’ is entirely

Name – Yasha Vora

INSIGHTS FROM PRIMARY DATA :

INSIGHTS FROM SECONDARY DATA :

Britt, R. (n.d.). "New Hershey logo evokes unsavory images." marketwatch .

Name – Yasha Vora

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