Logo vs Brand
10/14/2012 Leave a comment
Earlier this week, Wendy’s revealed a new logo and immediately news reporters, along with business journalist, started proclaiming that Wendy’s is branding itself as a high quality burger restaurant chain.
But hasn’t Wendy’s always communicated their commitment to high quality burgers?
In fact, “Quality” is in their current logo. Here are other examples where Wendy’s has advertised their commitment to quality:
- Fresh, never frozen. Wendy’s has always reminded customers that their beef is fresh and never frozen…unlike other burger joints.
- Where’s the Beef? The classic commercial pointing out how other fast-food chains had big buns and little beef.
The fact that this is the first logo update for Wendy’s since 1983 isn’t an example of rebranding, or even repositioning; it’s an example of strengthening a brand. Wendy’s is (and has always been) focused on proving their burgers are best out of the top fast food places. The company is just trying another way to communicate to its audience that it is high quality food at a reasonable price.
If anything, the new logo is a sign that Wendy’s is removing the idea the company is “Old Fashioned.” Along with the updated logo, Wendy’s plans on updating their restaurant locations. Below is a photo that can be found on Wendy’s about us page that shows the new building concept.
This building concept shows ground to ceiling windows and is definitely more in line with Wendy’s new, hip commercials. What’s interesting to point out is that the stand alone signage looks almost identical to the current, but is missing the fancy curly lines and yellow & black layered, “Old Fashioned Hamburgers.”
Was this the missing piece to the puzzle? Will removing the term “Old Fashioned” out of the logo help Wendy’s communicate to people that they’re quality driven and not behind the times?
But why stop there? If Wendy’s is trying to prove it’s not “square” then why keep the burger patties…square? After all, does a square burger patty exclaim “quality” or does it scream “too produced”? Maybe the problem goes beyond the actual wording and building, but boils down to the actual cut of the meat.
Time will tell if Wendy’s can live up to Huey Lewis’ point that “It’s hip to be square!”