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Wendy Gets A Makeover

Wendy Gets A Makeover

A more mature and better coiffed Wendy is featured in the new logo for America’s third largest hamburger chain. Thanks to a redesign by Tesser, the San Francisco brand identity firm, the young girl mascot abandons her “helmut hair” and moves to a one with more volume and styling. The logo will be introduced in March on packaging, advertising, uniforms, restaurant signs, menuboards and websites. “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.” Noting that in the new logo, Wendy pops out of the circle, Bahner adds: “We didn't want her to be contained. She is much more approachable that way, and the handwritten font is much more personal.” The Wendy’s modernization program will also include what is described as “ultramodern” restaurant designs, a new advertising campaign, and menu innovations that will focus on fresh foods.

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