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The Hershey Co. has taken the foil off a redesigned corporate logo that the candy giant says “underscores the company’s evolution from a predominately U.S. chocolate maker to a global confection and snack company.”

The new logo still includes an image of a Hershey’s Kiss, but the new mark shows the tiny candy in silhouette form, stripping off the shiny foil wrapper shown in the old logo. The new image also looks a bit less like the logo shown on a Hershey bar, making use of updated typography and removing the apostrophe ‘s,’ going with “Hershey” rather than “Hershey’s.”

In addition to the new logo, Hershey stated that it is “implementing a new, disciplined visual identity system that is inspired by the famous colors of its most iconic brands, including Hershey’s, Reese’s and Ice Breakers, to bring a more colorful and consistent look to all of the company’s visual materials.”

Continue reading at AdAge.com