ORRVILLE, Ohio, Sept. 23, 2020 /PRNewswire/ -- The J.M.
Smucker Co. (NYSE: SJM) unveiled an updated corporate identity
today to better reflect the Company's diverse portfolio, category
expertise and multi-generational appeal.
"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
Smucker, President and Chief Executive Officer, The J.M.
Smucker Co. "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
During the past two decades, the Company has thoughtfully grown
from an $800 million jams and jellies
business to a more than $7 billion
multi-category CPG leader but is still largely known for its
"We have a tremendous portfolio of brands, products that appeal
to every generation of consumers and employees who are passionate
about operating responsibly," added Smucker. "With this new
identity, we are able to shine a light on what makes us unique and
give people a reason to learn more about how we're using our
business to positively impact people and pets."
The most noticeable change to the Company's identity is the new
logo and overhauled brand identity system. For the past 30 years,
the Company's visual identity has borrowed heavily from its
namesake line of jams, jellies and preserves. With the Company's
portfolio growing dramatically to also include leading brands in
the coffee, pet food, pet snacks, peanut butter and snacking
categories, a fresh visual identity that pays homage to the
Company's origins while also reflecting its growth ambitions was
"The development of the new visual identity was a highly
collaborative process with The J.M. Smucker Co. team," said
Rick Barrack, Chief Creative Officer
and co-founder, CBX - the firm selected to partner with the Company
on the logo and visual system. "Recognizing the company's
history and five generations of family leadership, we were
inspired by their past. But what's really exciting is where the
company is today, their culture and their continued growth.
The new identity uses the familiar strawberry to anchor the mark, a
pivot point to convey change, and the movement of shapes to express
the future. We think it captures the essence of their
organization, while giving a nod to their heritage."
Those interested in learning more about the Company's portfolio
of brands, respected culture and efforts to have a positive impact
on society are encouraged to visit a redesigned jmsmucker.com.
About The J.M. Smucker Co.
Each generation of
consumers leaves their mark on culture by establishing new
expectations for food and the companies that make it. It is our
privilege to be at the heart of this dynamic with a portfolio that
appeals to each generation of people and pets and is found in 90
percent of U.S. homes and countless restaurants. This includes a
mix of iconic brands consumers have always loved such as
Folgers®, Jif® and Milk-Bone® and new favorites like
Café Bustelo®, Smucker's® Uncrustables® and Rachael Ray®
Nutrish®. By continuing to immerse ourselves in consumer and
pet parent preferences for food, how it's purchased and how the
companies that make it should operate, we will maintain the
important role we play in their lives. This will allow us to
continue growing our business and the positive impact we have on
all of those who count on us. For more information, please visit
The J.M. Smucker Co. is the owner of all trademarks
referenced herein except for Rachael Ray®, a
registered trademark of Ray Marks II LLC, which is used under
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SOURCE The J.M. Smucker Co.