I agree with most, that the kiss mark at the end of the HERSHEY name looks like a certain stinky emoji… however, while the new design system is pretty solid.... I believe that there is just a tiny tweak to the current Hershey Logo that can be done with the kiss and solve the whole issue...

I went ahead and created my own quick solution for the kiss, plus a EY ligature. My whole goal was to change what was created the least amount and fix the problem at hand.

Web-safe Colors Chocolate #300 & Silver #999

The Actual BEFORE and AFTER Hersey Designed and Launched