The Smucker’s brand identity operates on two levels: the corporate mark of The J.M. Smucker Co. and the consumer-facing logo on fruit spread jars. Both underwent significant changes in recent years, with the corporate identity redesigned in 2020 and the fruit spread packaging refreshed in 2026.
Design and History
The J.M. Smucker Co. unveiled an updated corporate identity on September 23, 2020, replacing a two-strawberry design that had represented the company for roughly 30 years. The change was driven by the company’s transformation from a fruit spread maker into a diversified food company, with fruit spreads accounting for less than 5% of its $7.8 billion in fiscal 2020 sales. Research showed that public perception of the company did not align with its actual business, which by then included pet food, coffee, peanut butter and snacks.[1]
The new corporate logo was designed by CBX, a brand identity firm. According to Rick Barrack, CBX chief creative officer and co-founder, the identity uses “the familiar strawberry to anchor the mark, a pivot point to convey change, and the movement of shapes to express the future.”[2] The mark was described as a stylized version of the strawberries-with-leaves imagery that had represented Smucker for three decades.[3] Importantly, the old two-strawberry logo continued to be used for Smucker’s food products after the corporate change.[4]
In 2026, Smucker’s fruit spread packaging received its first major redesign in nearly 30 years. The update built on the brand’s 1990s-era design with bolder colors, larger fruit imagery and an expanded use of the gingham pattern. The gingham, first introduced in 1979, had long been a fixture on the jar lid; the redesign extended it to the front label as well.[5] The company said the refresh was inspired by a renewed cultural embrace of 1990s nostalgia and was designed to make flavors easier to spot on shelf.[6]
Meaning and Symbolism
The 2020 corporate logo’s shapes carry documented meaning. Kara Buckler, director of creative services at Smucker, explained: “The red berry shape reflects our heritage and the values the company was built on. The green shape is our innovative mindset and ability to pivot to any challenge. The darker green represents our growth, teal is our people and culture, and purple represents the creativity that we hope will propel the company forward.”[1]
CBX described the logo as “rooted in the legacy and heritage of the strawberry as an anchor,” featuring “a pivot point to convey change” and “new shapes to express an expansive future,” with visual references to modern artists like Picasso and Calder.[7]
For the consumer fruit spread brand, the gingham pattern and other elements function as heritage markers. The company’s own materials describe “the classic gingham pattern, the arched Smucker’s logo, and the personal signature from our founder, Jerome Monroe Smucker, that adorns every jar as our guarantee of quality” as the core elements that remained consistent through the 2026 packaging refresh.[5]
Typography and Design
The 2026 fruit spread redesign kept the arched Smucker’s logo at the top of the label, slightly enlarged, with product typography rearranged at the bottom. Larger, more expressive fruit graphics were placed between the product copy to more clearly convey the featured ingredient.[6] Each flavor received a distinct, vibrant color to improve on-shelf identification.[8]
CBX’s Rick Barrack noted that “the fresh colors, movement and transparency of the shapes, and the confidence of the typography all work together to represent the company’s diverse portfolio of brands.”[7]
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