Rebranding can be difficult and the act of changing the visual representation of a business is something that can’t be taken lightly. This is especially true for a brand that has a long history, since it has built equity in its visual identity over time. That equity, or value, is quantified in the oftentimes unconscious connection customers have with the brand and its logo.

This is undoubtedly the case with The J.M. Smucker Company, who just announced the rebranding of their visual identity. According to Mark Smucker, President and Chief Executive Officer of 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 opportunities.”

The new identity pays homage to the company’s origins, while simultaneously capturing a freshness that many brands are striving for today.

How do you feel about the new Smucker’s logo?