Sometimes a cigar is just a cigar.

Or in the case of Hershey’s, a kiss is just a kiss.

At least, that’s what the company told itself when it made the logical decision to bring its logo into the 21st century.

The new version is completely drawn, using colors easily associated with their chocolate products: brown, white, and silver/grey.

There’s nothing wrong with the word “Hershey’s”.

The problem arises from the design of the candy at the end of the brand name.

You see, part of the Hershey’s kiss design represents the paper that comes with Hershey kisses.

You know that and I know that.

Changes for the iconic candy bar maker: http://t.co/8aipe6vAqv pic.twitter.com/014jRt2pT0

— NBC10 Philadelphia (@NBCPhiladelphia) August 29, 2014

To some onlookers, that paper makes the entire kiss design look like a steaming pile of poop.

Yes, boys and girls, the internet is beside itself with either hilarity or indignity over the unfortunate coincidence.

In a recent poll on Mashable, about 55% of responders believe that the design closely resembles 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

It’s kind of sad that Hershey’s attempt at a more updated look would find the company dealing with an unarguably modern problem.

Unfortunately for the company and generation gaps being what they are, some younger people will look at a design like that and associate it with something like a poo emoji rather than an iconic piece of candy.

This could also be something that has nothing to do with technology or age groups; just a lack of maturity combined with the predictable tendency of netizens to overreact to something harmless.

Sad face: Hershey's new logo literally looks like crap http://t.co/KqiIqsKR8I pic.twitter.com/UVVfV9D0IH

— Eater National (@Eater) August 28, 2014

Remember the new McDonald’s mascot people expected to emotionally scar children for life? No meltdowns thus far.

With this situation, Hershey’s has couple of choices.

The first option is that they could fire whoever put this new look together and redesign their logo.

The second option is for the company to tell everyone freaking out about the design, “Well we ARE the shit, so the logo will stay as is,” and simply roll with it.

In fact, I sincerely hope they go with the second option. Word for word.