Introductions are vibrant chocolates and comical advertising campaigns recognized for their amusing label. The chocolate candy brand, manufactured by Mars Company, is a renowned one. Two options have been introduced, one with and one without peanuts.
Meaning and history
The label was introduced in 1941 and for the first design of its visual identity in the same year. The M&M’s logo was always composed of a wordmark with no extra details, the only difference was in the typeface used and the color palette.
What is M&M’s? M&M’s is a brand of one of the world’s most famous chocolate snacks, which are small drages in a colorful glaze. The brand is globally loved not only for its flavor and quality, but also for its advertising campaign with the two funny candies, making jokes on everything and themselves.
1941
The original M&M’s logo was created with a professional and stable appearance, featuring lowercase serif lettering in orange, overlapped with a rectangular shoe-shaped brown banner. The logo was composed of a color palette consisting of intense and dark shades of brown and orange.
1941 – 1954
The first M&M’s logo featured lowercase lettering in a traditional serif-font, which was slightly narrower and stretched in its height. The letter “S” was smaller than “M”s and ampersand. The color palette of the original M&M’s logo was monochrome.
1954 – 1970
The typeface was changed to an uneven hand-drawn style lettering, which featured a yellow color and was placed on a black background. That was the brightest M&M’s logo in the brand’s history.
1970 – 1988
In 1970 the logo changes its color scheme to brown on white and the lettering gains a more confident typeface. This version of the visual identity design stays with the company for 17 years.
1986 – 1991
The darker and more chocolate brown is now the main color of the M&M’s logo. The wordmark features cleaner and stronger lines. It is a simple yet powerful logo, which stays with the brand for the next 13 years.
1991 – 2000
The letters were made shorter and broader, and the shape of the characters was also refined. The redesign of the M&M’s badge, which took place in 1991, switched the inscription to a heavier lowercase font, giving it a lighter and warmer appearance in a shade of brown resembling chocolate and more.
2000 – 2004
The redesign of 2000 brings a new brighter tone of brown to the M&M’s wordmark. It also features a white and brown outline now, which adds some volume to the logo.
2004 – 2018
In 2004 the M&M’s logo is placed diagonally, the brown is now gradient with a black shadow, which adds dynamics and a modern feeling. The lettering is placed on a white background, that repeats the contour of the wordmark.
2019 – 2022
The redesign of 2019 brings back the flat two-dimensional shape to the M&M’s logo, making the dark brown the main color of the brand’s palette again. The lettering is still placed diagonally but looks more minimalist and confident now. The ampersand is located over the letters and has a white outline.
2022 – Today
The brown hue and character forms have stayed consistent since the badge was created in 2019. Presently, the diagonal text has been transformed into a straight horizontal line, accompanied by the 2022 redesign of the M&M’s logo.
Font and color
The primary logo of M&M’s badge features lowercase lettering that is heavy and stable, consisting of an ExtraBold serif font with thick bars and thin geometric serifs on the ends. The fonts Stafford Serial Bold or Pragmatica SlabSerif ExtraBold may be the closest match to the one used in this emblem.
The flavor of the item and its core, mirroring a feeling of amiability and gentleness, conjuring a cozy and profound hue of brown, reminiscent of sugary milk chocolate, is grounded on the color scheme.
What does the logo M&M mean? The simple yet modern and stable logotype from the official badge of M&M’s represents the name of the brand, and also the initials of its founders, Forrest Mars Sr. and William Murrie. So this laconic lowercase inscription is also a tribute to the company’s heritage and roots.
Why did M&M change its logo? The logo of M&M’s was changed many times throughout the years, but always reflected its original idea and used a warm chocolate color palette. As for the latest redesign of the badge, held in 2022, it was important for the brand to show its ability to change and follow the modern trends in the visual identity design, which are minimalism and distinction.
Who invented the M&M logo? The Jorginho logo for M&M’s was designed by Nicole Garcia, who introduced an idea with the lowercase lettering in a heavy serif font. The Garcia variant has become a basis for dozens of future redesigns and became an essential part of M&M’s identity. As for the current version of the brand’s logo, it was refined by the Jones Knowles Ritchie design bureau.
What was the original M&M slogan? The original M&M slogan “Melts in Your Mouth, Not in Your Hands” was introduced in the 1950s, and is still used by the company today. Although, throughout the years, several more options for the brand’s slogan were created. They were: “chocolate is Better in Color”, and “Give Them a Home at Your Place”.