The J. M. Smucker Co. — old illustrative strawberry mark vs new abstract fruit/leaf logo (

Side-by-side comparison of The J. M. Smucker Company identity: the legacy Smucker's logo (arched banner, hand-drawn strawberries and leaves, serif wordmark...

• logo
• rebrand
• corporate identity
• the j. m. smucker company
• smucker's
• cbx
• before and after
• fruit mark
• wordmark
• hand-drawn strawberries
• arched banner with "smucker's"
• illustrated leaves
• serif wordmark "the j. m. smucker company"
• abstract red fruit shape
• overlapping colored leaf shapes
• modern sans-serif wordmark "the j.m. smucker co."

Left: "SMUCKER'S" and "THE J. M. SMUCKER COMPANY". Right: "THE J.M. SMUCKER Co."