The Starburst candy brand, owned by Mars, has updated its logo, packaging, and style. The new look was developed by the London-based studio Straight Forward Design, with a focus on the candy’s square shape and the brand’s positive spirit.
Starburst appeared in 1959 and has changed its name several times. In the United Kingdom, it was sold as Opal Fruits, and in the United States as M&M’s Fruit Chewies. However, the association with chocolate candies proved unsuccessful, and the brand received its current name, inspired by the space themes of the 1960s.
The updated logo retains its traditional red and yellow but is simpler and cleaner. At the center is now a square rotated diagonally, mirroring the candy’s shape. The typeface has become softer, without shadows or sharp curves. The new mark looks fresh and balanced while preserving the brand’s cheerful character.
A custom typeface, Squarish, was created for the brand. It combines square and rounded lines, echoing the product’s shape and chewy texture. In the design of packaging and advertising materials, designers focused on the interplay of shapes and vibrant colors to convey energy and enjoyment.
Over the decades, Starburst has expanded its flavor range, from classic strawberry, orange, and cherry to tropical and sour varieties. Under the brand, yogurts, beverages, lip glosses, and even energy drinks inspired by the candy’s taste have also been released.
The new design reinforces Starburst’s recognizability and conveys the same positive energy that the brand has been associated with for more than 60 years.
