M&M's branding is getting a refresh.
The candy's anthropomorphized chocolate characters are being made over, and the logo is also getting a tweak.
The logo adjustment is also slight: Instead of resting on its side, it's set up straight. The new orientation is designed to emphasize the ampersand. The logo was last tweaked in 2019. Over the years the brand has switched between highlighting its characters more heavily or less frequently, Vincent noted. Now, it's putting them front and center.
M&Ms is using these changes to try to signal its brand identity to customers, who are increasingly drawn to brands they feel align with their own values."It gives us a good platform to talk about the whole idea around belonging," Vincent said.
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