Chocolate purveyor The Hershey Company, has rolled out a revamp of its famous logo by flattening and simplifying its existing 3D look for a pared down two dimensional representation, which has drawn comparisons by someone online to a pile of poo.
The American confectionery brand settled on the minimalist new look with the removal of shadowing and embossing and retaining a stylised Hershey’s Kiss.
Mike Wege, senior marketing officer at the firm, said: “Our updated company brand and refreshed visual identity is an expression of our progression to a modern, innovative company that positively impacts our local communities as we continue to grow globally.”
Not everyone has been enamoured with the new look however, with many taking to social media to point out the similarities between the brown pictogram and a ‘steaming turd’.
I thought the new Hershey logo was a joke at first. But no, their agency really has sold them a steaming turd http://t.co/HaEAunJnvO
— Michael Barnett (@MichaelPBarnett) August 31, 2014
The new look will be rolled out to all Hershey stores, offices and websites.