Take care over logo shapes

Another day, another cock up by a multinational over their logo redesign.

This time it is Hersheys, the US chocolate company. They made the decision to bring their logo up-to-date by simplifying it. But in doing so they have unleashed a lot of comments about what is now looks like…ehem…take a look at this article on the Drum.

It just goes to show, that time, care and attention must be applied to logo design whether it is a new logo or a brand refresh. To me it looks like they did a quick job on this, and because they are a bit too close to the brand they just didn’t see anything wrong with it. I wonder if they used focus groups? That is certainly what they should have done when dabbling with an established brand. Ooops!