The J.M. Smucker Co. has unveiled a new corporate logo in an attempt to move public perception beyond jams and jellies.

The logo, designed by brand identity firm CBX, is a stylized version of the strawberries-with-leaves that has represented Smucker for 30 years. The new logo is intended to evoke the fruit-based spreads that Smucker started out with, while acknowledging that it now markets coffee, pet food, snacks and other products, and that fruit spreads now account for less than 5% of total revenue.

"Given our ambitions of continued transformational growth, it is important our identity reflect the Company weve grown to become and the one we aspire to be," CEO Mark Smucker said in a statement.