Recently Hershey, the chocolate candy maker, released a new logo (see above). The web went wild with posts about how the kiss icon looks like poop. See Under Consideration,(whom I borrowed my article title from) for a break down of all the logo’s parts and of course, over one hundred poop comments from readers. (a few shown bel0w).

It’s seems almost every knew logo released to the public has an endless panel of judges. So whether you recognize the famous chocolate Kiss, Hershey’s second most famous product, or see the universal symbol for a pile of poo, the Hershey logotype independently communicates the brand as it has for the last hundred years.

The redesigned logo and supporting identity designed by Hershey Global Design — led by Ron Burrage, Sr. Director Global Head of Design — and Cincinnati, OH-based goDutch with a custom font by New York, NY-based Alexander Design Associates.