M&M’s unveils identity redesign for an “inclusive” future

m&m’s unveils identity redesign for an “inclusive” future

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The updated identity for M&M’s, centring on the logo’s ampersand, also features the brand’s first custom typeface.
M&M’s has revealed a global redesign in an attempt to create a “world where everyone feels they belong”.

Jones Knowles Ritchie (JKR) has crafted the new look, which will be rolled out across product, retail environments and campaigns.

m&m’s unveils identity redesign for an “inclusive” future


M&M’s were first sold in 1941 and named after the sweet’s two founders, Forrest Mars and Bruce Murrie. It’s currently owned by Mars.

According to Mars, the new strategy is built around the desire to belong. “Studies show our desire to belong is as strong as our desire to be loved, and that desire is common for all people irrespective of culture, race, ethnicity, geography, or location,” the company says.

What do you think of the identity update for M&M’s? Let us know in the comments below.
All looking fun with its bright colours, “wit and humour” and appealing packaging, especially to children, who will slip them into the supermarket cart while mum isn’t looking. And she’ll give way at the checkout. But some cold facts, according to the British Dental Association, “official data has revealed an 18% increase in the number of [tooth] extractions taking place on children in hospitals since 2012.”, that is a shocking statistic. Designers should think carefully about what they apply their talents to, and the effect it has on society.
Don’t think a colourful design can be solely blamed for more dental extractions amongst children. Get off your high horse Mike.
They’ve only gone and done it again… Brilliant work from the re-branding masters.
“We began with the ampersand – a sign of togetherness from the very beginning,”
(would have been nice if it appeared in the article).
Nice typeface but makes the actual identity feel out-of- date &/or place.
Seriously????? Its a CANDY PEOPLE JUST A FRIGGIN CANDY. Why are people talking about representing culture, gender inclusive for everyone? ITS A FRIGGIN CANDY DESIGNED FOR KIDS

The evidence and views received during this call will help the government office inform future policy and make changes where needed.
The new look “relives the glory days without getting stuck in the past”, with redrawn logos, updated typography and new colours and illustrations.
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