A year ago, Hooters announced a major initiative to revamp its aging brand, with remodeled restaurants, new TV spots, and improved menu items. That effort has now touched the public face of the original "breastaurant": Hootie the owl, whose wide and suggestive eyes anchor the chain's iconic logo, and bring to mind the charms of its all-female waitstaff.
"Three decades ago," USA Today reports, "when the fledgling Hooters had no logo, the company traced the owl's images from the pages of a dictionary." The result was a detailed, almost staid drawing -- if you ignored the anatomical implications of the owl's globular gaze.
As part of the company's three-to-five-year revitalization plan, "We wanted to give 'Hootie' a facelift along with the stores," said chief marketing officer Dave Henninger, clearly choosing the wrong plastic surgery metaphor.
So Hootie has been made more slender, his coloring starker: more a cartoon. But Hooters hasn't forgotten what really matters: "The (visual) double entendre remains in place," Henninger explained. "We want to keep the tongue-in-cheek wink going."
Did You Notice The Big Changes In These Famous Logos?
Hooters' Owl Logo Gets a Modern Makeover
Domino's has ditched one major component in its newly-unveiled logo: The word "pizza."
The company also announced it's building what it describes as the "store of the future," in which consumers will be treated to a "pizza making theater" -- so all-things-pizza are not lost.
"We certainly remain a pizza company first and foremost -- but people can now get so much more from Domino’s," a Chris Brandon, a Domino's spokesperson, told Business Insider. "As shown by the way we have spoken to consumers in the past couple of years -- it’s less about just a pizza and more about a relationship and an experience."
The new logo, designed by CP+B, jumps on the bandwagon of a recent aesthetic trend -- dropping some, if not all, of a company's name.
Twitter revealed a simpler, modified version of the popular blue bird.
In a blog post, the company acknowledged the bird itself is synonymous for Twitter, so the lowercase "t" symbol and text is no longer needed.
As for the creativity and inspiration:
Our new bird grows out of love for ornithology, design within creative constraints, and simple geometry. This bird is crafted purely from three sets of overlapping circles -- similar to how your networks, interests and ideas connect and intersect with peers and friends. Whether soaring high above the earth to take in a broad view, or flocking with other birds to achieve a common purpose, a bird in flight is the ultimate representation of freedom, hope and limitless possibility.
The new marque features a sans serif font underneath a stylized "DC" icon in which the D is peeling back from the C. The design appears to be a visual pun on the idea of turning a page or tearing off an outer layer to unveil a secret identity.
It's a sharp break with DC's previous all-American past, in which the logo has variously featured stars, swooshes and even the word "Superman," the company's greatest brand.
Gone are the boxy letters and circle-confined Wendy (inspired by founder Dave Thomas' daughter at age eight) in favor of a freer look with a softer font, brighter colors, and pigtails that burst out of the logo's frame.
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 favor of "Now that's better."
In February 2012, Quaker made a big change. This logo, made in 2010, Quaker adopted the font Archer (also used by Newsweek and Wells Fargo) for their new logo. It was an attempt by New York-based brand consultancy Wallace Church to make the packaged food look lighter and healthier.
As part of the program overhaul and looking forward to the next 50 years, Weight Watchers also gave its brand a new, highly modern visual system that brings to life the transformation members experience when they adopt a new lifestyle that can lead to significant weight loss.
But while the 1.3 million member program says it's modern, we say that the chunky font with the fade to grey color gradients is reminiscent of what we'd slap on the cover page of an Eleanor Roosevelt book report to spice things up. If only the new logo came with clip art...
The typeface is based on a customized version of the font Fort and comes in five other bright color options.
Paula Scher at Pentagram created the identity redesign and according to Pentagram's website, "The new identity features a friendly, accessible logotype with the Weight Watchers name set in lowercase. The logotype appears in a gradient that visibly lightens from left to right, embodying the idea of transformation and losing weight."
Stephen Colbert revealed the new logo treatment to the world, in a way only he could. Turns out USA Today is his favorite newspaper, and he’s not a fan of change. But in the end, he embraces change … er… sort of, by using the logo itself to tell the story of how hard the USA Today graphics department will be working to execute our "living" logo each day.
Business Insider talked to Lisa Lapin, associate VP of university communications and the woman who oversaw the update, and it looks like the reason for the change was very Stanford-appropriate.
It turns out that the university -- which is in the heart of Silicon Valley and has produced tech giants including the founders of Google, Yahoo, and Hewlett-Packard -- was using a logo that just didn't work in the digital world.
"The other mark is very pretty and academic and classic, but it was designed specifically for print and stationery," Lapin said."The world has changed in the last 10 years."
Lapin explained that the previous font "didn't work digitally. It's too thin and fine. People were struggling with the mark online, and we were struggling even further when we were making mobile sites -- It doesn't translate to an iPhone screen."
Lifetime Networks is trying to move away from its image as the purveyor of movies for women in which the husband always has a dark secret, and has unveiled a new logo and tagline, "Your Life. Your Time."
A Jaguar spokesperson said that the "dramatic alteration, including significant changes to the brand symbols of the 'leaper' and 'growler,' is the most extensive change Jaguar has made to its visual identification in 40 years."
If the new logo looks familiar, that's because it is. Ever since Apple launched the first iPod in 2001, the blank, spare look -- and particularly san serif typefaces similar to Helvetica -- have become all the rage in corporate America. (In fact, one design site has collected at least 40 corporate logos that all rely on Helvetica.)
Here's Comcast's new logo on the company's corporate web site. Look familiar? Of course it does. It's a mashup of the company's previous logo with NBC's current logo. Comcast has every right to do this of course -- it acquired 51 percent of NBC universal in 2011.
MGD 64 is now Miller 64. Drinkers were already calling the beer Miller 64, so the company doesn't feel that the renaming is much of a leap.
Nonetheless, the renaming and redesign -- along with an ad campaign by Saatchi & Saatchi -- is a rare total brand relaunch. Companies don't usually overhaul their brands from top to bottom like this, which is what makes the redux so interesting.
The American Red Cross commissioned a redesign of its logo -- the iconic red cross from which the nonprofit draws its name -- to give itself a more modern look.
The new logo isn't that different from the old one: The red cross is now represented on a "button" and the black typeface is now gray. .
But the Red Cross also commissioned a version of the logo without the cross, and recommends that the cross be dropped entirely in some situations. The Red Cross's style briefing document says the non-cross logo should be used:
"For use in disaster situations, as well as times when a marketing-oriented button logo is not appropriate. Can also be used in marketing pieces."