Updating your logo is a big task. For companies that need to portray a modern persona, rebranding is a necessary process. But for companies with strong brand recognition and history, the choice to rebrand can be much more difficult.

Iconic logos and brand elements, such as Coca-Cola’s signature script, are woven deeply into the fabric of modern culture. When these elements are altered or abandoned, so can the consumer’s connection to the brand.

Last week, Hershey revealed a new logo that’s been gaining a lot of attention on social media. It’s just not the attention Hershey was looking for. Hershey fans feel betrayed by the rebrand and are taking to Twitter and Facebook to express their nostalgia for the old logo.Screen Shot 2016-05-10 at 10.20.38

Unlike Hershey, CVS achieved fairly unanimous acclaim when they chose to update their logo. After deciding to stop selling cigarettes nationwide, CVS launched a significant rebranding effort. They chose the name CVS Health to convey a new commitment to healthy living. Along with the new name, CVS debuted a logo featuring their recognizable red font with a new heart shaped icon. Although the logo change is subtle, it accurately expresses the brand’s story and new positioning.

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What do you think? Is CVS’s new stance the key to future success? Was it time for Hershey to embrace a new look or did they squander years of brand recognition with one little Kiss? Let us know what you think on Facebook or Twitter.