The Hershey Company logo features the word “HERSHEY’S” in distinctive lettering with maroon (#3e000f) and silver/gray (#a8a9ad) coloring, often incorporating a Hershey’s Kiss shape or chocolate imagery.
The maroon color became synonymous with Hershey’s chocolate through decades of consistent packaging, particularly the iconic brown wrappers of Hershey’s Milk Chocolate bars. The silver accents reference the foil wrapping of Hershey’s Kisses, one of America’s most recognizable candies. The typography has evolved from purely text-based marks to designs incorporating chocolate drop shapes and Kisses silhouettes that create immediate product category recognition.
The logo needed to work across an extensive product portfolio beyond the flagship milk chocolate bar, including Reese’s, Kit Kat (U.S. license), Kisses, and dozens of other confections. The Hershey name appears both as a corporate identifier and on specific product lines, requiring versatility and clear hierarchy. The branding reflects the company’s dual nature as both a massive multinational corporation and a brand deeply connected to Hershey, Pennsylvania—the company town Milton Hershey built around his chocolate factory.
Meaning and Symbolism
- Maroon/brown color: Represents chocolate itself while creating distinctive color equity through consistent use across decades
- Silver/gray accents: Reference the foil wrapping of Hershey’s Kisses and premium candy packaging traditions
- Chocolate imagery: Creates immediate category recognition and appetite appeal across diverse product lines
- “Hershey’s” possessive form: Suggests personal ownership and connection to founder Milton S. Hershey’s legacy and values
Design and History
The Hershey’s logo evolved significantly from the company’s 1894 founding as Milton S. Hershey built his chocolate empire. Early designs used straightforward typography appropriate for turn-of-the-century packaging, while mid-20th-century iterations incorporated more elaborate scripts and decorative elements. The current corporate identity system balances heritage with contemporary design standards suitable for a Fortune 500 company.
The Hershey name carries unusual weight because it identifies not just a company but an entire Pennsylvania town. Milton Hershey’s social philosophy—building schools, housing, and community infrastructure around his factory—made the brand inseparable from the place. The logo appears on products sold globally while the town of Hershey remains a pilgrimage site for chocolate enthusiasts visiting Hersheypark and Chocolate World.
Individual Hershey products often have their own logos (Reese’s distinctive orange and yellow, Kit Kat’s red, Kisses’ plume flag), creating a portfolio of sub-brands unified by the Hershey corporate identity. This architecture allows each product distinct personality while the Hershey name provides credibility. The logo system adapted as the company expanded beyond chocolate into cookies, baking products, and acquired brands, maintaining coherence across an increasingly diverse portfolio. With over $8 billion in annual sales, the Hershey brand identity represents one of America’s most valuable food brands.
Typography
The wordmark has varied across iterations but typically uses bold, friendly letterforms with slightly rounded or softened edges that create approachability. The letters feature consistent stroke weights and clear, legible construction appropriate for packaging at various scales. The possessive “’s” ending receives consistent emphasis, reinforcing the personal connection to Milton Hershey’s name and legacy. Corporate applications often use cleaner sans-serif versions for professional contexts, while consumer-facing product packaging maintains more playful, chocolate-associated styling. The typography balances heritage with contemporary relevance, avoiding both dated nostalgia and trendy approaches that would quickly feel obsolete.
FAQ
Q: Why does Hershey use maroon and brown in its logo?
A: The maroon/brown color represents chocolate itself while creating distinctive brand equity through consistent use on packaging across decades, particularly the iconic brown bar wrappers.
Q: What does the silver in the Hershey logo represent?
A: The silver/gray accents reference the foil wrapping of Hershey’s Kisses and traditional premium candy packaging, adding quality associations and visual contrast.
Q: How does the Hershey logo relate to the town of Hershey, Pennsylvania?
A: The logo represents both a global corporation and a company town built by founder Milton Hershey, making the brand inseparable from the Pennsylvania community and its chocolate heritage.
