M&M’s Brand Identity

CLIENT
Mars Inc.

AGENCY
Jones Knowles Ritchie

YEAR
2022

Celebrating the & in M&M’s

While working at Jones Knowles Ritchie, I had the pleasure to work as lead designer on the new M&M’s brand identity.

The world's most colorful chocolate brand is on a mission to make everyone feel they belong. To help, we developed a flexible visual identity that can be mixed and matched in meaningful ways, inspiring moments of shared fun.

We began with the ampersand—a sign of togetherness from the very beginning— designed to join the names of M&M’s founders Mars & Murrie. Next came color. Just like pouring out a pack of M&M’s, our brand world now playfully celebrates our full, iconic spectrum.

In partnership with Monotype, we developed the first custom typeface family from M&M’s. All Together spells out fun with an eclectic mix of weights and widths. But the real joy is in the details—there’s ink traps that hint to smiles and ball terminals that reference M&M’s classic, circular shape.