After 29 years, Wendy’s logo and mascot is getting a makeover.
Gone are the boxy letters and circle-confined Wendy (inspired by founder Dave Thomas’ daughter at age eight) in favour of a freer look with a softer font, brighter colours, and pigtails that burst out of the logo’s frame.
“Wendy’s Wendy has been imprisoned for years inside a very tired-looking frame with an overly Western-ey wordmark, a strange filigree, and some crammed typography inside yet another tired-looking frame … The new logo is an excellent update.”
According to the AP, the new logo will launch in March 2013 and is part of a restaurant redesign that will impact 6,000 North American locations. Apparently restaurants that have already undergone the makeover have seen a 25 per cent increase in sales.
Wendy’s already launched a new advertising campaign by Publicis Kaplan Thaler (then just Kaplan Thaler Group) in April, swapping out its “You know when it’s real” slogan in favour of “Now that’s better.”