Hershey's New Logo is Rethought Due to Unflattering Comparisons
Meghan Young — September 11, 2014 — Lifestyle
References: 99designs & designtaxi
Hershey's new logo has been likened to the iconic poo emoji. In light of this unflattering comparison, designers have flocked to the aid of the chocolate company with redesigns of their own. Although some are a stretch, others are completely in line with brand's identity. Although that is completely the case with Hershey's new logo, the unfortunate illustrative take on the chocolate kiss has made it the butt of many jokes.
Similar to GAP's rebranding attempts a few years ago, Hershey's new logo could very well be scrapped just like theirs. Or perhaps they will take on one of these designs, which could be a huge break for the designer. The designs were submitted to 99Designs unofficial community contest.
Similar to GAP's rebranding attempts a few years ago, Hershey's new logo could very well be scrapped just like theirs. Or perhaps they will take on one of these designs, which could be a huge break for the designer. The designs were submitted to 99Designs unofficial community contest.
Trend Themes
1. Alternative Branding Designs - Unofficial community contests, like those on 99Designs, may be a trend for companies who need to rebrand due to negative feedback.
2. Brand Identity Crisis Solutions - Designers offering alternate logos to companies experiencing public backlash from ill-conceived branding may become a trend.
3. Identity-oriented Branding - Companies who prioritize their brand identity and connection with their customers may be more open to seeking alternative designs to public reception issues.
Industry Implications
1. Graphic Design - Graphic design companies can take advantage of the trend of companies wanting to change their branding quickly and offer reliable, professional services.
2. Consumer Packaged Goods (CPG) - CPG products driven by a sense of nostalgia or strong brand identity may be less open to leaving their current branding behind but could use rebranding services if needed.
3. Marketing and Advertising - Marketing and advertising agencies can offer companies a quick fix to branding problems that threaten their success.
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