Hershey's new logo has hit the fans.

Introduced internally in the spring, Hershey's on Thursday introduced its latest iteration, which strips the Hershey's Kiss of its silver foil. The result, as many were quick to note, bore a striking similarity to a pile of feces:

On second thought, the new Hershey Kiss logo *does* kinda look like a steaming pile of.. pic.twitter.com/wI78Bz10rP — The Logo Factory (@TheLogoFactory) August 28, 2014

See also: 7 Killer Tips for Logo Design

Hershey’s hires a design firm to design a brand new steaming pile of poo. http://t.co/lkTC35txKd pic.twitter.com/uqgOMsrfnb — Jared Spool (@jmspool) August 28, 2014

Others tweaked the new logo to look like the poo emoji:

Hershey's new logo is "just some blinking eyes away from being a poo emoji." http://t.co/X8iJiuvnMy pic.twitter.com/vMVQIFY4vp — Kira Bindrim (@KiraBind) August 28, 2014

Hershey's reps could not be reached for comment. The design blog Brand New notes that the the visual treatment was created by Hershey Global Design, which was led by Ron Burrage, senior director global head of design, along with goDutch with a custom font from Alexander Design Associates.

The introduction of the logo is not the first design flub of the summer: Airbnb's new logo sparked comparisons to the female sexual organ in July.