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Wall Street Journal
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Wendy's Redhead Gets a Makeover
It seems like "Wild West" and "Old-Fashioned" are now the kiss of death in fast food logos. Less than a month after Arby's ditched its swinging door saloon style, Wendy's has streamlined its logo to make their iconic redhead more approachable and welcoming. The Western style font is replaced by handwritten style, and "Old Fashioned Hamburgers" is nowhere to be seen.
Excerpt: " Wendy's Co. is sticking with red pigtails with its new logo, but the freckled little girl looks slightly older, and will no longer preside over the slogan "Old Fashioned Hamburgers."
The more modern, simplified version of its young girl mascot and the lettering around her marks the first change to Wendy's logo in nearly 30 years, as the burger and Frosty purveyor hopes to rebrand itself as a higher-quality fast-food chain.
The Wendy's name and mascot were inspired by founder Dave Thomas' then eight-year-old daughter when he opened his first restaurant in 1969. Wendy's tested several versions of the new logo, which will go into effect in March, and found that consumers were attached to the Wendy image herself.
'It was important for our brand to evolve,' Chief Marketing Officer Craig Bahner said. 'We wanted to keep all of the key, iconic elements, but give it a much more inviting, contemporary look.'
In the new logo, Wendy is popping out of the circle. 'We didn't want her to be contained. She is much more approachable that way, and the handwritten font is much more personal,' Mr. Bahner said.
Wendy's removed its age-old tagline "Old Fashioned Hamburgers" because it has branched out from that original staple to offer salads, chicken and other menu items."