The Hershey Company, Hershey, PA, recently unveiled a refreshed corporate brand that builds on its 120-year legacy and creates a new, modern look and feel that, the company says, positions it for the next 100 years.

A key element of the broad corporate brand makeover is a logo redesign that underscores the company’s evolution from a predominately U.S. chocolate maker to a global confection and snack company. The new branding will impact all visual aspects of how The Hershey Company presents itself, from consumer communications to websites to the interior design of its office spaces and the look of its retail stores.

“Today, we are much more than the ‘Great American Chocolate Bar,’” says Mike Wege, senior vice president and chief growth and marketing officer. “We have an amazing portfolio of iconic brands in confectionery and snacking, a great workplace filled with remarkable people and a longstanding commitment to giving back to our communities. Our updated company brand and refreshed visual identity is an expression of our progression to a modern, innovative company that positively impacts our local communities as we continue to grow globally.”

The new corporate brand supports and reaffirms the purpose, values and culture that have been the foundation of Hershey since 1894. The Hershey Company’s brand promise–Bringing Goodness to the World–is a commitment that is rooted in the company’s heritage and fundamental to the company’s current and future success.

The new corporate logo—built upon the globally recognized HERSHEY logotype used on its famous Hershey’s chocolate bar—is a modern update that features a new interpretation of the iconic shape of its Kisses brand chocolate.

Along with the new logo, Hershey 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.