Arby’s fast-food restaurants are not as famous as Burger King or Mcdonald’s, but they have received their share of fame. Their signature dish was originally roast beef sandwiches, which was reflected in the first logo. Now the assortment is much larger: customers can order hot turkey sandwiches, sweet tea, chocolate cake, mint milkshake, spicy fries, and other popular fast food.
Meaning and History
What is Arby’s?
Arby’s is a US-based fast-food chain created for sandwich lovers. The restaurant menus have sandwiches with duck breast and cherry sauce, chicken and parmesan, meatballs, turkey, beef stew, crispy onions, tomatoes, and other fillings.
Arby’s company was founded in 1964. Many people assume that its name is composed of the first letters of the phrase “Roast Beef” (“Arby” can be considered the phonetically recorded sound of “RB”), but in reality, it is not. The possessive apostrophe “s” indicates that “RB” is an abbreviation for Raffel Brothers.
Leroy and Forrest Raffel were born businessmen. At first, they were engaged in supplying restaurant equipment and then decided to open a fast-food chain, excluding popular hamburgers from the menu. Arby’s served sandwiches, salads, sauces, and soft drinks. In the second half of the 1970s, the family business was bought by RC Cola, which in the early 1980s was acquired by DWG corporation. Inspire Brands Inc now own Arby’s trademark.
What does the Arby's symbol stand for?
The cowboy hat logo reflects the distinctive Wild West ambiance that characterizes Arby’s restaurants.
The sandwich restaurant chain stands out from the competition with its iconic cowboy hat logo. It changed many times but almost always remained within the same concept.
1964 – 1976
Arby’s first emblem was for road signs, so sign maker Peskin Sign Co. designed it. It was a giant hat in a classic western style. The headdress consisted of two uneven brown fragments. The top half-read “Arby’s Roast Beef Sandwich” in white letters and “IS DELICIOUS” on the bottom. For the first part, the designers used a block typeface with expressive rectangular serifs; for the second, a thin typeface with short and sharp serifs.
1975 – 2012
In 1975, the full drawing was replaced with a red line depicting the outline of a ten-gallon hat. The text was shortened to a short and extensive “Arby’s,” and the developers rounded all the corners and placed the word in the center, dividing the unbroken outline of the headgear into two winding stripes.
2012 – 2013
On the eve of its 50th anniversary, the fast-food chain decided to redesign. Many people associate this event with an attempt to divert attention from high-profile scandals that have spoiled the image of Arby’s. The most famous of these is the case when a client found a severed finger in a sandwich. The changes were timed to coincide with the Slicing Up Freshness marketing campaign. To interpret the new slogan, the designers stylized the apostrophe mark as a circular, rotating blade that hung over the letter “s.” So they wanted to show that cutting meat does not occur in a factory but directly in a restaurant.
The font has become lowercase and has lost the iconic serifs. He lost his individuality: there was no Western spirit left in him, but cold geometric precision appeared. The cowboy hat was retained, but consumers did not like its three-dimensional sheen around the edges. It was unambiguously acknowledged that the design did not evoke an appetite among visitors, so the company was forced to change the logo again after a few months.
2013 – today
Realizing their mistakes, the Arby’s restaurant chain returned to the classic style of identity. The developers used the 1975 logo as a base. They slightly changed the shape of the lines and used a block font with rectangular serifs for the inscription. This is a tribute to the brand’s long history.
Font and Colors of the Emblem
Is the Arby’s logo a hat or an oven mitt?
Even though Arby’s used an animated character in the form of a potholder in the old ad, its logo depicts not an oven mitt but a cowboy hat.
What is the Arby’s logo supposed to be?
The fast-food chain logo consists of two parts: a wordmark and an abstract emblem. In the center is the word “Arby’s” in bold serif type. It is surrounded by lines that form the silhouette of a cowboy hat.
What is Arby’s current slogan?
The brand’s current slogan was unveiled in 2018 as part of a new advertising campaign. It sounds like this: “Arby’s. We Have The Meats… for Sandwiches. “
Since the Raffel Brothers originally wanted to call their business Big Tex, the ten-gallon hat on the logo seems very appropriate as it is the stereotypical headgear of the Texas people. As it evolved, it was simplified to a red outline. In some commercials, the hat was a symbol of the desire to go to Arby’s. The logo appeared overhead like a light bulb in cartoons, forcing people to go to a restaurant.
The closest font used for the modern Arby’s logo is known as Sanchez Black. But the designers modified it so that they got a distinctive block typeface, decorated with large serifs with rounded corners.
The typography of the previous brand name was completely different. It was based on sans serif line lettering. The letters were rounded like in Futura Bold but slightly different from the base font. Considering that such a design did not correspond to the cowboy style, the restaurant chain leaders decided to return to the classics.
But the color almost never changed. The red and white palette looks very emotional and conveys the atmosphere of the Wild West. Moreover, red symbolizes not only strength, energy, or power. It is associated with hunger, which is why it can often be seen in the identities of fast food companies.