Following the usual pattern of my exercises I recently decided to redesign the J.M. Smuckers conglomerate logo. After unveiling the new logo design, J.M. Smuckers received a huge amount of backlash on social media for their new logo, largely because most people mistakenly thought they were re-designing the logo for the Smuckers jam label, which is a beloved staple of the brand. Needless to say the new logo is anything but satisfying. I'm assuming the desire to follow in the footsteps of other newly self proclaimed "wellness" brands, J.M. wanted to re-brand themselves as a "fresh" and "life oriented" conglomerate, thus they decided on this weird, hot mess of a logo. I thought I would take a crack at this challenging logo conundrum and design my own conglomerate logo. 

I wanted to include aspects of the Smuckers brand logo without lending the entire design to just one if there products. Overall I decided on this decorative, yet modernized border, reminiscent of the Smuckers logo. I included some simple pictograms that I had created during a brainstorming session in the design to convey a variety of products that are produced by the conglomerate. A rather cheap way to convey their versatility but it could also become an iconic portion of the logo in the years to come! 

Overall I'm not completely satisfied with this interpretation but I stand by my redesign being as the original logo is nothing to shake a stick at!