The idea was simple, transform the M&M’s ampersand into a discoverable “75” typographic symbol. Many brands add new visual elements and clichés to their brand mark during an anniversary. Our goal was to use the brands existing iconic equities rather than muddy the symbol with the usual visual tropes of balloons, ribbons and birthday cakes. Our belief was that a simple and iconic symbol integrated into the brand mark would allow for a flexible system that would last all year long.
In order to create a powerful symbol, the layers of key lines and shadows within the M&M’s logo were removed. The characters were redrawn to ensure appropriate contrast and the visual feel of the ampersand was matched with the 75 ligature. The brand was encouraged to use the logo as a flexible toolkit, including the word mark, the 75 ligature and the 75 within the lentil.