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.

Mark Smucker is the great-great grandson of J.M Smucker Co.’s founder. Jerome Monroe Smucker started his company in 1897, selling apple cider and apple butter from the back of a horse-drawn wagon. He ...

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.