The Hershey Company revealed a new logo to the world, in hopes of modernizing its brand, but some say that the new design brings to mind the the icon of poop.

Leaving its bold-faced company name "Hershey" on the logo, the company has added a silhouette of the Hershey's Kisses chocolate with its wavy streamer, according to the company's statement.

An iconic image, it also resembles an emoji on smartphones that represents a small pile of poop, according to ABC 13.

Highlighting the company's 120-year history, Hershey was excited to reveal the new logo and emphasized it is now the brand name associated with 80 brands around the world.

"A key element of the broad corporate brand makeover is a fresh, new company logo. The logo redesign underscores the company's evolution from a predominately U.S. chocolate maker to a global confection and snack company," according to the statement. "While rooted in a rich heritage, the new corporate brand reflects a modern, approachable look that reflects the company's openness and transparency as it has grown into a global company."

And senior vice president at Hershey, Mike Wege, also emphasized the new, modern look.

"Today we are much more than the 'Great American Chocolate Bar.' Our updated company brand and refreshed visual identity is an expression of our progression to a modern, innovative company that positively impacts our local communities as we continue to grow globally," Wege said.

Social media gushed with responses to the new design, some appreciating the classic look, while others harping on the emoji look-alike.

CBS Philly reported a tweet by @carryoncarrie, "The new #hershey logo looks remarkably like the poo emoji. Seems someone should have caught this earlier. #branding"

Based in central Pennsylvania, The Hershey Company has about 13,000 employees and generates more than $7 billion in annual sales, The Associated Press reported.