Siegel+Gale Weighs in on Restaurant Logos

We all know what to expect when a beloved brand redesigns its logo: buzz,

and lots of it. The latest buzz in the realm of restaurant logos is arguably the new IHOP logo.
The logo marks the restaurant’s first design change in 20 years,
and it very clearly emphasizes IHOP’s key strength: putting smiles
on the faces of hungry pancake-lovers. The new look is decidedly more
modern while keeping IHOP’s recognizable red and blue color scheme.
But what does it mean for the brand? We asked our friends at none"

Siegel+Gale how they envision the redesigned IHOP logo withstanding the test of time. Here’s what they said:

“The IHOP logo is more open without a box and retains the original
typeface to maintain its brand equity. However, it is doubtful that the logo
will stand the test of time. The use of the smile is cliché and not
particularly successful. It resembles a slightly disturbing face, instead of
conveying fun and friendliness.” —Ellie Winter, Senior Designer

“Removing the blue frame from the IHOP logo was a good call. The wordmark
itself is a nice, succinct shape and decoupling it from its container makes it
a more flexible mark. I can see it working well across a lot of brand touchpoints.
Overall, a smart none">redesign. Except for one thing—that red smile reads as more
sinister than cheerful.” —Bret Hansen, Creative Director

"Simplifying the IHOP logo is a smart move that will probably be around
as long as people (like me) like eating cake for breakfast. The “smile” on
the other hand; I could see disappearing over time. It’s a nice little design
treatment, but it feels like a campaign element that could wear out it’s
welcome.” —Mike Preston, Associate Creative Director

“In general, simpler logos tend to last longer because they are more
flexible for a growing business and there are less details that could potentially
fall out of trend. IHOP’s new logo continues in that direction but the smile
still feels superfluous. Keep the smile as a none">campaign element and reserve the wordmark as the main
logo and you have a strong mark that can adapt seamlessly for years. But we
shouldn’t confuse “timelessness” as being a determinant factor of quality. Not
all good logos last forever nor are all logos that last forever good.” —Mike
Tyson, Senior Designer

It’s interesting how now I see an upside down smile in the old logo…

It’s hard to tell what will withstand the test of time. The smile as a punch graphic
motif is subtle and it communicates. Typically being timeless can also mean
getting rid of the unnecessary elements, such as ornaments, boxes, curvy type,
etc. so this is a good start.” —Ricardo Beltran, Associate Creative Director

“I like the new design; it is simple and appealing whilst being a natural
evolution of the old logo. I see lots of opportunities for this to evolve in
the right hands; the smile can be taken out and used on [its own] to
be truly iconic.” —Mads Jakob Poulsen, Creative Director

대부분의 평이 밑의 스마일 모양을 빼는 게 좋겠단다 ㅋㅋㅋ 나도 동감. 

구 로고의 :( 형태를 새 로고에 :)로 바꾸려다가 저리 된 거 같은데 저런 거 이미 너무 많이 봐서 식상.

Siegel+Gale Weighs in on Other Restaurant Logos
We thought it’d be fun to ask what Siegel+Gale creatives’ thoughts are on some other restaurant logos.

“The new logo gives Olive Garden a facelift, illustrating an olive branch
instead of grapes and using flat vector art. While it is clean and simplified,
it lost the human quality to the script that gave the restaurant the feeling of
actual Italian kitchen.” —Ellie Winter, Senior Designer

“Instead of trying to evoke some kind of Tuscan fantasy, the new Olive
Garden logo seems instead to suggest a clean, friendly place to eat. The quirky
script combined with a sans-serif descriptor position the family restaurant as
a contemporary option among casual dining experiences. The new logo is an
improvement, but my hunch is that it could be further simplified 

— Bret Hansen, Creative Director

"It’s simplified and more contemporary (good) but feels more generic
(bad). The none">typography of the new logo doesn’t feel as graceful as
the old. The old type wasn’t amazing, but it at least felt like a natural
gesture, the new type feels a little clunky by comparison.” 

—Mike Preston, Associate Creative Director

“This still feels like an amalgamation of bland ideas and styles which
probably pairs well with their food.” —Mike Tyson, Senior Designer

“The clean graphics might fool you but there is no much redesign here,
same font style with an olive branch on the top right corner. The restaurant
could have achieved the same result by making their original logo a flat
monochromatic graphic.” —Ricardo Beltran, Associate Creative Director

“I have a hard time seeing the rationale for this update, and for how far
it has departed from the old. The old logo did look, well old, and could
definitely need a re-fresh, but it had some great (recognizable) typography in
there that could have been utilized to look great in a new, simpler and more
modern version.” —Mads Jakob Poulsen, Creative Director

대부분의 평이 너무 멀리갔다는 얘기. 구 로고가 확실히 되게 올드하긴 하지만

그래도 새 로고의 서체를 쓰기보다 구 로고의 서체를 모던하게 했으면 더 좋았겠다는 평이 지배적이다.

처음 딱 보기에 내 눈엔 두 개 다 유기농 수퍼마켓 로고 같이 보였는데 ㅋㅋㅋㅋ

이래서 디자인이란 것이 차암 주관적이라는 -_- 아무리 디자인 원리가 있다고 해도 주관적이라는 건 분명 부인할 수 없다.

“The new shape makes the logo look like a warning sign and overpowers the
name inside of it. A more custom usage of the red stripes could have evolved
the logo to be iconic.” —Ellie Winter, Senior Designer

“The new TGI Fridays logo retains the brand’s iconic red stripes, which
hold considerable equity, but now the red is deeper and the stripes define the
logo’s shape rather then merely fill the shape. The new logo is cleaner and
more upscale, but it still has plenty of ‘flare.'” —Bret Hansen, Creative Director

I’m all for this update. The old logo didn’t know what it was—silly
type ( small ‘i… ugh) inside of an old-timey shape—it was very odd. The new one
is simple, strong and probably looks great over a photo of a glistening Jack
Daniels double bacon cheeseburger.“ —Mike Preston, Associate Creative Director

“Doesn’t seem the redesign required too much thought here.” 

—Ricardo Beltran, Associate Creative Director

“The new logo is cleaner looking; I am wondering if it is too clean
though. The stripes have great equity but rendered this simple they almost have
a warning-like look and feel and no charm. Interested in seeing this in
context.” —Mads Jakob Poulsen, Creative Director

찬반이 딱 반반 같은 느낌. 근데 맨 위에 디자이너 분은 이거 쓰시던 날 기분이 안 좋았나...어째 저리 혹평 일색 ㅋㅋㅋ

본인도 디자이너면서 남이 자기 디자인 혹평하면 기분이 어떨지 ㅋㅋㅋ

새 로고의 두꺼운 스트라이프 패턴이 노랑/검정의 경고/위험 표시 같단 얘기가 있다. 흠... 난 딱 봤을 때 딱히 그런 생각은 안 들었는데...

구 로고가 훨씬 playful 해보이긴 하지만 새 로고도 그리 나쁘진 않은 거 같다. 글자가 훨씬 빠르게 잘 읽힌다.

위의 디자이너 중 한 분이 지적했듯이 구 로고의 소문자 i 는 대체 왜 그랬는지 뜬금 없었는데 새 로고에선 로고가 잘 읽힘.

바로크 스타일 엠블렘이 사라져 아쉽다는 의견에 어느 정도 동감도 하지만 전반적으로 성공적인 리디자인이 아닐지...

“Using only red helps to simplify the logo but the ‘sauce’ is not
appetizing. It looks like someone ran their finger through it to draw the
logo.” —Ellie Winter, Senior Designer

“I wish I could say the new logo is an improvement. I wish I could say the
previous logo offered a good starting point. I wish Pizza Hut would just dust
off its 1967 logo.” —Bret Hansen, Creative Director

I like that it is one color and flat, but the ‘hut’ inside of the blob
just feels like a concept in a concept. Also, I don’t like it when restaurants
that serve food that makes you round and blobby makes their logo round and
blobby. Too real.” —Mike Preston, Associate Creative Director

“Wax Seal Hut.” —Mike Tyson, Senior Designer

“Pizza Hut will benefit from not using fake lighting and underlining a
word. Wonder what will happen if they also get rid of the hut.” 

—Ricardo Beltran, Associate Creative Director

“Abandoning the (tomato, basil, cheese) color combo for pure red makes the
logo feel stronger and more confident, and the circular element makes it very
easy to use. Not the most needed redesign but I do think it works.” 

—Mads Jakob Poulsen, Creative Director

전반적으로 부정적이고 딱 한 분(마지막 분) 정도가 그나마 긍정적인 평. 첫번째 디자이너는 분명 저거 쓰던 날 기분 안 좋았어 ㅋㅋㅋ

아... 평을 보면서 구 로고의 의미를 조금씩 알게 된다.

구 로고의 컬러들이 다 의미가 있는 거였구나, 토마토, 바질, 치즈를 상징하는 컬러들.

내가 본 느낌은 왜 바꿨나 싶다는 ㅋㅋ 구 로고와 새 로고의 느낌이 그닥 달라진 거 같지 않다.

물론 단색, round shape이 있지만 그닥 임펙트가 엄청나게 획기적으로 달라진 느낌은 안 든다는...

위의 디자이너 분들 평을 보다 보니 구 로고에서 입체적 느낌을 없애고 flat하게 해서 뭔가 해봤으면 어땠을까 싶기도...

물론 이거 디자인한 팀에서 이미 다 해본 생각일 것이고 이것저것 다 고려해서 이런 결과물이 나온 거겠지만.

어쨋든 난 구 로고가 더 나아 보인다. 저렇게 바꿀 거면 왜 굳이 바꿨나 싶다.

아무래도 이건 문화적인 면도 작용하겠지만 솔직히 저런 유기적인 땡그란 형태의 로고는 울나라에서도 되게 익숙한 형태다.

전통음식점, 한식당 등등 저런 형태 많이 본 거 같다 ㅋㅋㅋ 서양인들 눈엔 저게 토마토 케챂, 내 눈엔 초고추장으로 보임 ㅋㅋㅋ

알파벳 서체는 저렇게 붓글씨 같은 서체가 별로구나... 내 개취인지는 몰겠으나 내 눈엔 그렇다.

오히려 한글이었다면 저런 붓글씨 스타일이 잘 어울렸을텐데...

같은 광고 디자인도 텍스트가 한글인 것과 알파벳인 것은 비주얼적으로 엄청난 차이가 있다.

분명 똑같은 레이아웃에 언어만 바뀌는데 차이가 엄청난 걸 실제 체험했었다.

”This logo is a huge improvement. By using both red and blue in the
symbol and separating the name, the iconic domino symbol can now live on its
own.” —Ellie Winter, Senior Designer

“Simple. Friendly. Iconic. Overall, much better.” —Bret Hansen, Creative Director

“Modern, clean, and simple with a logical name change and nice typography. This one is my favorite.” 

— Mike Preston, Associate Creative Director

“Glad to see the client was able to go with what’s probably the most
effective redesign you can do for Domino’s Pizza. Even the name changed, which
is a good thing. Can’t really imagine any new redesign needed ever.” 

—Ricardo Beltran, Associate Creative Director

“Shortening the name to what people are actually calling Domino’s is a
natural move, which also allows them to do more than just pizza, just like what
Starbucks did. And the simplified icon and type work is great. Love it.” 

—Mads Jakob Poulsen, Creative Director

오호호~ 유일하게 만장일치로 좋은 평을 얻은 새 도미노 피자 로고. 이름이 짧아졌고 그래서 새 로고로 갈아탈 적절한 시점이었던 듯하다.

사실 첫눈에 봤을 땐 구 로고가 뭔가 더 꽉 찬 느낌이긴 하지만 이름이 짧아진 걸 감안할 때 새 로고가 꽤 효과적이다.

짧아진 이름이 한눈에 들어오면서도 도미노 피자의 상징인 주사위가 위에 보인다.

위의 피자헛 새 로고에 대해 어느 디자이너 분이 '동그란 음식을 파는 음식점이 로고까지 동그란 건 참을 수 없다'고 했는데(ㅋㅋㅋ)

그런 측면에서 도미노 피자는 성공적이네 ㅋㅋㅋ