Last September, J.M. Smucker Co wanted to make it loud and clear that it makes more than just jam with a brand design makeover. I came across this news on none other than Twitter and, like many people, could not help but raise my eyebrows at this change.
The rebranding reminded me of our Hyperlocal Icons project, where we had to simplify our objects into their essential elements. The new Smucker’s logo feels almost too simplified. I understand that the rebranding helps Smucker convey that it does not only sell jam but also other consumer packaged goods like coffee, peanut butter, ice cream topping, milk, and other food products. But I thought the new logo looked too artificial and lost the home-made, organic appeal of the original, detailed logo. What are your thoughts on Smucker’s new brand identity?
