M&M’s unveils identity redesign for an “inclusive” future

The updated identity for M&M’s, centring on the logo’s ampersand, also features the brand’s first custom typeface.

M&M’s has revealed a global redesign in an attempt to create a “world where everyone feels they belong”.

Jones Knowles Ritchie (JKR) has crafted the new look, which will be rolled out across product, retail environments and campaigns.


M&M’s were first sold in 1941 and named after the sweet’s two founders, Forrest Mars and Bruce Murrie. It’s currently owned by Mars.

According to Mars, the new strategy is built around the desire to belong. “Studies show our desire to belong is as strong as our desire to be loved, and that desire is common for all people irrespective of culture, race, ethnicity, geography, or location,” the company says.

“A sign of togetherness”

“We began with the ampersand – a sign of togetherness from the very beginning,” explains the JKR design team. There is now a fresh emphasis on the ampersand within the M&M’s logo (which appears horizontal instead of diagonal), as well as on brand visuals.

JKR has worked on an updated colour palette that “celebrates our full, iconic spectrum” which is “just like pouring out a pack of M&M’s”, the team says.

One of the most significant design elements is a new typeface, the first ever custom typeface for M&M’s. All Together seeks to evoke a sense of fun with an “eclectic mix of weights and widths”, says JKR, which worked with type foundry Monotype on the project.

The typeface makes reference to the chocolate’s distinctive lentil shape. As JKR says, “The real joy is in the details – there are ink traps that hint to smiles and ball terminals that reference M&M’s classic, circular shape.”

An updated tone of voice, which Mars calls “inclusive, welcoming, and unifying”, seeks to incorporate the brand’s new strategy while also maintain a sense of “wit and humour”.

JKR has also worked on motion for the new identity, creating videos where the sweets spin and cluster. “M&M’s fall, spin, bounce, and roll right off the page… making sure that the fun never stops,” the studio says.

Perhaps the best known feature of the M&M’s brand is its many mascots. These have been given a “fresh, modern” update by BBDO.

Last year, Design Week wrote about the importance of mascots and the possibilities for brand designers. Mars says it has introduced “more nuanced personalities” for the M&M’s brand mascots. The six brightly-coloured characters have also been given a subtle makeover, including a new pair of shoes.

What do you think of the identity update for M&M’s? Let us know in the comments below.

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  • mike dempsey January 24, 2022 at 9:08 am

    All looking fun with its bright colours, “wit and humour” and appealing packaging, especially to children, who will slip them into the supermarket cart while mum isn’t looking. And she’ll give way at the checkout. But some cold facts, according to the British Dental Association, “official data has revealed an 18% increase in the number of [tooth] extractions taking place on children in hospitals since 2012.”, that is a shocking statistic. Designers should think carefully about what they apply their talents to, and the effect it has on society.

    • Otto January 24, 2022 at 8:37 pm

      Don’t think a colourful design can be solely blamed for more dental extractions amongst children. Get off your high horse Mike.

  • Robert January 24, 2022 at 9:55 am

    They’ve only gone and done it again… Brilliant work from the re-branding masters.

  • DC January 24, 2022 at 4:52 pm

    “We began with the ampersand – a sign of togetherness from the very beginning,”
    (would have been nice if it appeared in the article).

    Nice typeface but makes the actual identity feel out-of- date &/or place.

  • Sharon Spence January 25, 2022 at 4:51 pm

    Seriously????? Its a CANDY PEOPLE JUST A FRIGGIN CANDY. Why are people talking about representing culture, gender inclusive for everyone? ITS A FRIGGIN CANDY DESIGNED FOR KIDS

  • Rick January 28, 2022 at 2:28 pm

    I’m digging the v, x and y… but that d though.
    Designed for kids? Really though? Really? I think not.

  • Nic c January 30, 2022 at 4:18 pm

    Lovely piece of design work. I would rather eat the typeface! But hang on, why all the bullshit about inclusiveness? Why try to showhorn in the shape of one of the range of sweets being resembled in said delicious edible typeface. What’s that smell? Ah yes designer bullshit. Works on stupid clients maybe?

  • Sarah Beeton February 1, 2022 at 10:27 am

    Brilliant, I think it is really vibrant and clever.

  • qnb February 9, 2022 at 11:34 am

    What’s changed…? err NOTHING of any merit…or worth. “Inclusive” who comes up with this rubbish??

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