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Hershey Co. unveiled new corporate branding Friday, including a new logo with a Hershey’s kiss that was unpoopular with many Internet commenters.
Hershey dropped the “‘S” on its name, going for a more streamlined “Hershey.” It also dropped the silver foil wrapper from its iconic Hershey’s Kiss.
And that’s what raised the stink.
“The new #hershey logo looks remarkably like the poo emoji. Seems someone should have caught this earlier. #branding,” said one tweet by @carryoncarrie
“#isitjustme or does anyone else see a steaming #turd? New #Logo and Identity for The #Hershey Company #chocolate,” said a tweet by ?@LeungKelvin.
Hershey in a news release described the new logo as “a fresh and modern interpretation of the beloved KISSES icon.”