# Mars new logo (2019)

> Mars launched a new logo in Mar 2019. Mar 2019: purpose-led corporate identity.

## Key facts

- Brand: Mars
- Launched: Mar 2019
- What changed: Mar 2019: purpose-led corporate identity.
- Why: Mars said a corporate brand was more important than ever to explain, define and unite the company's reason for operating.
- Industry: Food & drink
- Logos: https://rebrandlog.com/logos/mars-2019/before.svg (before), https://rebrandlog.com/logos/mars-2019/after.svg (after)

## The rebrand, explained

Most people know Mars for M&Ms, Snickers and Starburst. Fewer know it is a major pet-care company, with Pedigree and Iams as well as chains of animal hospitals, or that it has a wellness business. Adweek described a 35 billion dollar private company whose best-known brands are only the visible tip of the corporate iceberg. For a century it had promoted its brands rather than itself.

In March 2019 Mars unveiled a new corporate visual identity, alongside the first statement of purpose in its history: the world we want tomorrow starts with how we do business today. Andrew Clarke, global president of Mars Wrigley Confectionery, told ConfectioneryNews that a corporate brand was more important than ever to explain, define and unite the company's reason for operating, for consumers, partners and current and future associates.

The system is built around the Mars name in a dominant blue, said to represent the company's heritage, with accent colours for each segment: yellow for confectionery, standing for optimism, and green for food, standing for sustainability. Adweek reported that the refresh also introduced Mars's first-ever brand icon. The company called the approach bold, progressive and modern, and Clarke said it was about connectivity and fluidity between segments.

The identity arrived with a sustainability story: a Cocoa for Generations plan with a 1 billion dollar investment over ten years, and targets to cut supply-chain emissions by more than a quarter within six years and by two-thirds by 2050. Clarke said businesses need to stand for more to succeed in the long term.

Marketing Week's interview with Michele Oliver, the global corporate brand and purpose director, made clear the visuals were a by-product. The real launch was a purpose statement, The world we want tomorrow starts with how we do business today, the first time the Mars brand itself had fronted a campaign. Updating the logo, typeface and colours for a digital first world simply came with it, and the logic was consolidation: one coherent look across food, confectionery and petcare, from Pedigree to Dolmio to the Mars bar. The palette was assigned meanings, blue for heritage, green for the planet, yellow for optimism, which is tidy, if not exactly surprising.

Corporate identities for house-of-brands companies are usually invisible to consumers, and this one is no exception. The colour coding is tidy and the purpose line is better than most, but the real job here was internal and reputational, and the design is the wrapper for the promises rather than the message.

In short: A tidy corporate wrapper for a purpose statement the brand had never made before.

## Sources

- https://www.mars.com/news-and-stories/articles/andy-pharoah-living-purposefully
- https://www.adweek.com/brand-marketing/mars-unveils-new-visual-identity-to-remind-the-world-it-makes-more-than-just-candy/
- https://www.confectionerynews.com/Article/2019/03/14/Mars-modernizes-logos-and-adds-mission-statement-to-connect-with-consumers/

## Cite this

Rebrand Log, "Mars new logo (2019)", https://rebrandlog.com/rebrand/mars-2019/, last updated 2026-10-20.