Smucker’s corporate identity evolution turns over a new leaf

Smucker's, the company which in consumer's minds is synonymous with fruits and berry jams, has revamped its logo in order to more accurately reflect the expansion the company has gone through. Fruit spreads make up less than 5% of Smucker's sales today, with a plethora of products in their portfolio from Kibbles 'n Bits® to Folgers coffee.

“Given our ambitions of continued transformational growth, it is important our identity reflect the company we’ve grown to become and the one we aspire to be,” said Mark T. Smucker, president and chief executive officer. “Our new identity will aid our efforts to attract additional talented professionals, reinforce our category expertise with customers and suppliers and create greater awareness of the value we bring to our partners helping to spur new opportunities.”

Old Smucker's logo
The classic Smucker's logo, strongly associated wit strawberry jam and red&white gingham lids.

Ray Hancart, director of communications and media relations explains why this familiar logo needed updating now: “For roughly 100 years we were closely tied to fruit spreads,” he said. “But about 20 years ago we made some strategic decisions to become a brand builder and marketer of pet food, coffee, peanut butter and snacks.”

“We’re a Fortune 500 company with nearly $8 billion in sales, but people may not know that” Mr. Hancart said. “Prospective talent who only know us as a fruit spread manufacturer may only lightly consider us. We want the new identity to set the stage for who we are.”

Smucker's new logo
Smucker's new logo

“We think it’s beautifully simple and full of meaning,” said Kara Buckler, director of creative services. “The red berry shape reflects our heritage and the values the company was built on. The green shape is our innovative mindset and ability to pivot to any challenge. The darker green represents our growth, teal is our people and culture, and purple represents the creativity that we hope will propel the company forward.”

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