Hershey’s. Arguably the worlds most famous chocolate. The wordmark does much to make this chocolaty experience memoriable. Reminding much of something out of Charlie and the Chocolate Factory, this typeface is a pillar of originality and strength. The letters themselves are squared and all in capitals while also being given the effect that they are mounted (or lifting off the page) with the black line on one side and the reflecting light on the opposite side. They are equally spaced and in general very uniformed and neat.The color looks like a molten silver which springs from the wrapper as it contrasts with the deep creamy brown that is of course the color of the product inside. Hershey’s, founded in 1894 has made no changes to it’s wordmark, rather it just rotates around how it is colored and mounted. The longevity of this wordmark creates a memorable experience for all that enjoy its products as the customer recognizes it as more than a delicious treat, but also a company that has lasted the test of time.
Having been born and raised in New Zealand, I have found that this wordmark is much more common over that side of the world than it is in America. Unlike Hershey’s, the Cadbury brand is a lot more playful and colorful to look at. Combining the colors of purple and white, the wordmark gives the product a luxurious feel with purple being the color of royalty. While the Hershey typeface is square, straight and perfectly aligned, the word ‘Cadbury’ is artfully scrolled over the purple sphere with all letters linked and just the ‘C’ being in upper case. The typography itself is white but is also mounted on a softer purple than that of the background. I think that the typography and the background sphere give the idea of a creamy and delicious product. The way the purple has swirls rather than just being a flat color swatch makes it look like a molten mixture spiraling into itself. Overall this wordmark enhances its product with the use of color and the effortless floating letters all of which combine to entice a customer into buying the product.
