The idea was simple, transform the M&M’s ampersand into a discoverable “75" typographic symbol.

In order to create a powerful symbol, the layers of keylines 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 wordmark, the 75 ligature and the 75 within the lentil.

The brand has begun to use the logo within numerous 75th Anniversary touch-points, including social media channels, television end-frames, NASCAR sponsorships, and events.