CBX recently partnered with the JM Smucker Company on its corporate identity refresh. Over the past three decades, the JM Smucker Company has transformed from a jams and jellies company to a global leader in the food and beverage space, with a wide portfolio of over 40 beloved brands for people and pets. JM Smucker is an innovative company that has seen substantial growth, yet their corporate logo hadn’t changed much since the company’s inception in the 1980’s.

While their holding company logo was highly recognizable for its tie to the brand’s iconic jams and jellies, the mark didn’t reflect the company’s stature as a cross-category house of brands, a forward-thinking organization invested in innovation and analytics, and a booming business with progressive leadership and exciting career opportunities.

JM Smucker enlisted CBX, a brand strategy and creative agency, to develop a visual identity and brand system that embody the organization’s philosophy of ‘thriving together,’ draw inspiration from its past, reflect the reality of the organization’s impact at present, and capture leadership’s vision for a bright, dynamic future.

The core of the logo is rooted in the legacy and heritage of the classic strawberry iconography to anchor the mark, includes a pivot point to convey change, and has movement of shapes to express the future. The mark captures the essence of the stability afforded by five generations of family leadership and how this has supported the company’s transformative growth and evolution to meet the changing needs of all constituents. The extended visual world brings to life a layered story of vibrant colors, dynamic patterns, and youthful energy that speak to both the diversity of their portfolio and the ambitious growth they envision for the future.