The colors of the Hershey Bears are dark brown, medium brown, tan, and white (though the team's primary colors are often referred to as "chocolate and white"), a reference to The Hershey Company and its products. The primary logo is a medium brown bear, outlined in dark brown, roaring while standing on a hockey stick centered above the Hershey Bears wordmark. The wordmark has "Hershey" in tan above "Bears" in white (both outlined in dark brown). All these parts are contained by a circle filled in tan and outlined in dark brown on the primary logo.