Wendy’s is the latest brand to go through a refresh, taking a minimalist approach similar to American Airlines’ recent rebrand. The restaurant chain has started embracing a contemporary look by using a new logo and design on all of its promotional materials.
The new branding drops the old blocky font and replaces it with a fresh one, getting rid of the excess design material in favor of a simple and clean look. The new logo began appearing last month in Wendy’s advertising, on product packaging, crew uniforms, new restaurant signage, menuboards, and digital assets.
The evolved logo further emphasizes the Wendy cameo while retaining the familiar Wendy’s “wave” design. It is said to signal change, by connecting consumers to Wendy’s new offerings and fresh look.
The company’s ongoing brand transformation includes packaging with a fresh new look, and modern crew uniforms with professional and stylish designs. Emil Brolick, Wendy’s president and CEO, said:
Wendy’s brand transformation is re-energizing all of our touch points with consumers. We’re transforming our brand – from bold restaurant designs to innovative food that consumers want, to improved customer service. This exciting evolution of our brand reinforces our mission to position Wendy’s as A Cut Above.