The ubiquitous Wendy's logo of red-headed pigtailed Wendy is getting an overhaul. The fast food chain is changing their logo for the first time since 1983 the Associated Press reported.
"Instead of the boxy lettering against a red-and-yellow backdrop, the pared-down new look features the chain's name in a casual red font against a clean white backdrop. An image of the smiling, cartoon Wendy in red pigtails floats above, looking more vivid and not quite so childlike," reported the AP.
It is the fifth logo update since the founder of Wendy's Dave Thomas opened up shop in 1969. CEO Emil Brolick said they tested dozens of logo designs before deciding on the final and they used consumer feedback to decide on which one to go with. "When we pushed things too far, they very much reeled us back," he said to the AP.
In a press release from Wendy's the company said they were working on a transformation to "contemporize the brand and dramatically improve the customer experience."
"We are improving the total customer experience, with bold restaurant designs, fresh product innovation, more engaging advertising and digital media advancements," said Emil Brolick, President and Chief Executive Officer in the press release. "The transformation is already resonating with consumers and we're building momentum, especially with our Image Activation restaurants that position our brand as 'A Cut Above' the competition. Today, we are unveiling the first Wendy's brand logo change in nearly 30 years, and next March we will introduce it across all of our consumer touch points. This is a very exciting time for Wendy's."
The new redesign of the logo was done by Tesser, a design firm based in San Francisco. Craig Bahner, Chief Marketing Officer said in the press release, "We want the most prominent symbol of our brand to reflect the transformation that's currently under way. Our refreshed logo signals the innovation and fresh thinking taking place at Wendy's, while reinforcing that we are staying true to our values as a distinct and beloved brand."
The original logo and name of Wendy's was created because of Dame Thomas' daughter Melinda Lou. The Ap reports that her siblings called her "Wenda" which turned into the chain's name, Wendy, because they couldn't pronounce her name.
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