A growing J.M. Smucker Co. needed a corporate identity beyond its iconic jams and jellies. Its new branding is intended to be future proof.

The J.M. Smucker Co. logo is getting a makeover — one that distances the company from its beginnings as a fruit product purveyor and suggests the potential for growth beyond pet ... Sign up for free ...

The J.M. Smucker Co. has undergone a corporate identity overhaul as it looks toward the future of its business. The company, which has built its brand on jams and jellies, has grown from an $800 ...

The new logo is something employees can rally around, Smucker said. The logo and what it symbolizes should also help the company recruit top talent, he said "It's definitely aspirational," he said.