The last time Wendy’s restore their brand identity was in 1983. The logo was based on the company’s owner Dave Thomas’s daughter.
The new look provides and older redheaded pigtail girl, a fresher typeface and no slogan (“Old fashion burgers”). There are three elements that have been preserved in their new look. These elements consist of the girl, the color red, and the way the Wendy’s front veers up.
Craig Bahner (CMO), reveals that the new look is more dynamic, given that Wendy’s pigtails go beyond the oval frame bringing her forward and making it livelier.
The cartoonish and childish new look has the public questioning about the company’s new direction. The removal of their slogan and new look is not helping the chain position itself as a more sophisticated fast food chain. In contrast, a lot of people don’t see the relationship between the new logo and a fast food chain. So far all the viewers’ reviews have been negative, emphasizing in the disconnection between the brand look and their product line.
Daniel Mahon stated ‘Not the worst re-design I’ve seen recently, but it still doesn’t speak to the direction of the company. Haven’t they been advertising and implementing a better quality product than their competitors? The new logo looks more childish….or maybe I just hate the market fonts”
Visualg_nius declared “I’m all for simplicity. However, compared to the old logo I’m not seeing a recognizable connection outside of Wendy’s herself.
Tell us your judgment…