Hershey’s Kisses And Doesn’t Tell: The Hidden Peck In Its Logo

Photo 110282929 © Khaffizzul Abdullah | Dreamstime.com

The Hershey Company has been enchanting holiday viewers with its classic advertising campaign featuring 11 Hershey’s Kisses performing a festive bell choir for over three decades. This beloved ad, a creation of Ogilvy & Mather first aired in 1989, has become a staple of the holiday season, showcasing the iconic Kisses as they chime and transform into a sparkling Christmas tree.

A #Holiday classic! Hershey's longest-running ad starring 11 festive Kisses first debuted in 1989 and has aired every Holiday Season since.#TBT #ClientWork #Ogilvy pic.twitter.com/HsrhAQp6kU

— Ogilvy (@Ogilvy) December 7, 2023

Now’s a good time to unwrap a lesser-known, yet equally charming, trick up the brand’s sleeve. In the confectionery world, certain images are iconic, but none quite as sweetly surprising as the hidden detail in the unassuming brand mark that is Hershey’s Kisses logo.

Hershey’s, established in 1894, has become synonymous with chocolate treats, especially its famous Kisses introduced in 1907. The logo, comprising the brand name Hershey’s, and the word Kisses, in a stylized font, looks straightforward at first glance. The secret lies in the negative space between the ‘K’ and the ‘I’ of the word ‘Kisses’; nestled between them is a subtly incorporated, sideways silhouette of a Hershey’s Kiss.

Photo 165159621 © Georgesheldon | Dreamstime.com

This delicious element is not immediately noticeable, but once seen, it adds a layer of charm and whimsy to the brand’s image.

Above serving as an aesthetic choice, the detail brings forth a dual purpose—enhancing brand recall and embodying the essence of the product. Choc-full of curiosity, the decision fosters deeper fascination as people enjoy uncovering and sharing these hidden surprises. It’s also a subtle reminder of the playful joy and sweetness that Hershey’s Kisses represent. 

Photo 165159621 © Georgesheldon | Dreamstime.com

The story of how Hershey’s Kisses got their name is as elusive as the sneaky peck in the wordmark. There are several theories, none conclusively proven even by the confectioner itself. Some believe it’s derived from the kissing sound the manufacturing machines make when producing these chocolates. Another posits that the word “kiss” was commonly used during that era to describe small candies. Recognizing the potential of this term, Milton Hershey wisely trademarked ‘HERSHEY’S KISSES’ in 1921, ensuring their unique identity doesn’t get melted down in the sweet world of chocolates.

Sometimes, the most impactful design elements are the ones that wait patiently to be discovered, offering a sweet surprise to those who take a closer look. Hershey’s has indeed planted a delightful little kiss, hidden in plain sight.

[via various sources, images via Dreamstime.com]