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The Wendy’s Company is the world’s third largest fast-food chain hamburger company. The Wendy’s system includes more than 6,500 franchise and company restaurants in the U.S. and 27 countries and U.S. territories worldwide. The Franchise is in the midst of a comprehensive transformation to contemporize the brand and dramatically improve the customer experience. The ongoing brand transformation will extend to Wendy’s new logo in March 2013, when a contemporary look will be introduced on packaging, advertising, crew uniforms, restaurant signage, menu boards and websites.


The company feels that it is an evolved design for the logo, as well as contemporary and iconic, as it further emphasizes the Wendy’s cameo while retaining the familiar Wendy’s “wave” design.


“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.” The new brand identity was designed by Tesser, an award-winning design firm based in San Francisco.

Some initiatives of Wendy’s brand transformation include:

•New “Image Activation” restaurants that feature bold, sleek, “ultra-modern” designs that greatly enhance the customer experience. Design features include lounge seating with fireplaces, flat-screen TVs, Wi-Fi and digital menuboards. The reimages completed so far have generated a range of strong sales increases, averaging more than 25 percent. By year-end Wendy’s expects to have completed a total of 75 re-imaged restaurants since the program began in 2011, and will accelerate the pace of Image Activation rebuilds and remodels in 2013 and 2014. The Company plans to reimage 50 percent of its Company-operated restaurants by the end of 2015. The Company is also providing a total of up to $10 million in incentives to franchisees to re-image their restaurants in 2013.

•A new advertising campaign premiered this past spring and is resonating with consumers. Ad awareness has risen eight points in the first five months of the campaign, according to independent industry research. The campaign features Wendy Thomas, the Company’s namesake, who speaks to Wendy’s values and tradition of quality, along with “RED,” a young female redhead who engages consumers and presents signature menu offerings in a witty and helpful way.

•Menu Innovations with greater emphasis on fresh ingredients and fresh preparation. Dave’s Hot ‘N Juicy™ Cheeseburgers – made with 100 percent pure, North American, fresh never frozen beef – were introduced in 2011. They feature thicker patties and premium toppings. Four new entree salads with craveable ingredients have been created, along with a seasonal Berry Almond Chicken Salad, featuring fresh strawberries and blueberries. Wendy’s also has introduced russet potato French Fries with sea salt; center-cut, Applewood Smoked Bacon; and other high quality ingredients that spawned specialty sandwiches like the Asiago Ranch Chicken sandwich. Recent introductions include the Spicy Chicken Guacamole sandwich, Sweet Baked Potato, Son of Baconator and the new Bacon Portabella Melt.

•Wendy’s has aggressively moved into the digital marketing space, and was recognized as the overall No. 2-ranked company in the Nation’s Restaurant News® Restaurant Social Media Index. The company is connecting with consumers by reaching them when, where and how they prefer. A new Mobile Nutrition app allows customers to personalize meals based on the amount of calories they choose. The company plans to offer more options in future app updates.

Here’s a look at The Wendy’s brand over the years:

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The Wendy’s logo from 1969, the year that founder Dave Thomas opened his first store in Columbus, Ohio. Mr. Thomas’s daughter inspired the logo.

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The logo from 1970, which has the words ‘quality is our recipe’ above Wendy’s head.

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The logo from 1976, which saw design changes to Wendy—including the color of her eyes—and a font change.

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The logo from 1978, which has a bright-yellow background and the company’s name in white letters on a red background.

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The logo from 1983, which features Wendy centered at the top.

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Wendy’s unveiled this new logo, which it calls contemporary, in October 2012. It will be the company’s first new logo in 30 years once it rolls out in stores in March 2013.

Source (Press Release)