It's not quite as drastic as the stiletto clad sexy Wendy's spotted in Russia last year, but still a rather massive update. The Wendy's logo has a new look, the first makeover done since 1983. The original Wendy was based on Dave Thomas' daughter, she was dressed up at the tender age of eight to model for the look, and to get the Pippi Longstocking pigtails, they put pipe-cleansers in her hair.
What do you think of the new cleaner look?
In undertaking the redesign, the company realized there were three key elements that had to be preserved; the image of the little girl, the color red and the way the "Wendy's" font swerves up — what executives call "the wave."
In the new logo, Bahner notes that Wendy's pigtails peek out from the oval frame, bringing her forward and making her more dynamic. The logo will be part of the new restaurant design that Wendy's is looking to expand to its roughly 6,000 locations in North America.
Brolick has noted that the revamps "enhance all dimensions of the Wendy's experience" and that renovated locations see a 25 percent bump in sales. By 2015, Wendy's plans to have half its 1,425 company-owned locations updated.
Ultimately, Brolick wants the company to be seen as a "top-end" fast-food chain — better quality than McDonald's, but perhaps not at the same level as Panera.
"Our goal is to be a five-star restaurant at a three-star price," he said.
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(kinda not related enough to work into that post I used the sexy Wendy's girls as an example of how different our ad worlds are when announcing the competition AdLook, a Ukrainian ad site judging how hot the women in advertising are. Yes, the ones working as account executives and art director.)
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PermalinkPersonally, I don't think the new logo is a great update from the previous. I'll be interested in what other changes Wendy's intends to implement. For now, they should avoid talking up the changes too much and putting out a new visual image without something to back it up like dining room re-designs or menu changes if they want the Youth and Young Adult or YAYA market to see them as a credible, worthwhile option when dining out. YAYAs expect a lot out of their brands, they expect see real noticeable acitons, not just words. Wendy's will lose their trust if they don't follow up this surface level logo changes with real YAYA friendly changes.
Caitlin Reader
Copy Editor, Mojo Ad
www.mojo-ad.com
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