According to the Oct. 11 press release
, the new logo will be launched in March 2013. The release shows an image of the chain's updated logo.
The new logo, designed by Tesser, a San Francisco-based firm, encompasses the traditional emblem, but with a different look. The yellow color has been dropped, the background is now white and the familiar red-haired girl is featured more prominently. Additionally, the squared-font has been altered to a more casual font (think a "trendy" Comic Sans).
“We want the most prominent symbol of our brand to reflect the transformation that’s currently under way,” said Craig Bahner, Chief Marketing Officer. “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.”
Additionally, the company noted its continuing transformation of changing the restaurant décor, updating menu items, and new advertising campaign. For some time now, Wendy's has been trying to reinvent itself as a more upscale establishment.
In its restaurants, noted as "New 'Image Activation' restaurants", Wendy's has been adding features such as Wi-Fi and flat screen TVs. Also, many restaurants have been updating to what the franchise describes as a "bold, sleek, 'ultra-modern' design."
Wendy's said in its announcement the transformations have made a significant difference in sales, averaging over 25 percent.
“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. “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.”
According to the Associated Press (courtesy Yahoo!
, Brolick's long-term vision is to see the company evolve into a "top-end" fast-food chain and a step above McDonald's.
"Our goal is to be a five-star restaurant at a three-star price," he said.
Wendy's ranked No. 2 in a recent Zagat survey
for the category of "Mega chains" (companies that have over 5,000 U.S. locations); Subway was No. 1, and McDonald's weighed in at third.
Additionally, the chain enjoys the No. 2 spot
behind McDonald's for hamburger chains after it surpassed Burger King, as Digital Journal had reported.