Wendys is the third-largest franchised fast-food chain from the United States, second only to Burger King and McDonald’s competitors. It appeared in the fall of 1969 in Columbus, Ohio, where it was founded by Dave Thomas, entrepreneur, philanthropist, and tycoon. He made square burgers, Frosty ice cream, chicken sandwiches, and sea salt fries, the main highlight of his business. Moreover, this representative of the fast-food industry was the first to offer a menu at a single price: in 1988, a card with 99 cents for each dish was entrusted. In the winter of 2006, the company’s headquarters were moved to Dublin. Now its structure includes more than 6,710 points.
Meaning and History
His travels to the Kewpee Hamburgers in Kalamazoo, Michigan (his hometown) inspired this fast-food chain. They sold big square burgers and malt cocktails. They impressed him so much that he started with a similar menu when he opened his establishment – a round bun with a square flatbread (not a cutlet) made from fresh ground beef. It was large, and its corners protruded from the sides of the roll, hanging down appetizingly. This gave the impression that a lot of good meat was served here.
Such a marketing move gave a good reason for the development of the network. In 1972, the first franchisee L.S. Hartzog signed a contract to open its outlet in Indianapolis, Indiana. At the same time, the first Wendy’s commercials appeared on television. Then, in 1976, a signature restaurant was created in Canada – in Hamilton (Ontario). In the same year, the 500th fast food point was launched (in Toronto), and two years later – the thousandth (in Springfield, Tennessee). In general, the chain has had a very turbulent history so far, merging with Triarc Companies Inc. in 2008. and Arby’s, after which it became known as The Wendy’s Company.
In particular, the name of the restaurants came from Melinda Lou “Wendy” Thomas, the fourth child of Dave Thomas. Her childish image became the basis of the emblem and is still used today. In total, the network had seven logos.
1969 – 1971
The first emblem set the style for everyone else because they often changed but not drastically. The debut version presents four basic elements that form the restaurant chain’s visual image and convey its concept.
The title is the main one because “Wendy’s” is written in large red type and is located at the top. It has a slightly wavy shape because, at the bottom, there is a thin winding ornament, turning into a circle. It depicts the owner’s daughter, which is associated with the brand’s name: a smiling girl with red hair, friendly eyes, and two short pigtails braided with blue bows. The stripes on her dress are the same color.
At the bottom is the phrase “Old Fashioned Hamburgers,” which spans two lines. The upper inscription (Old Fashioned) is made in Old English script with curly letters and double-sided sharpening in the middle of the legs. The bottom word (Hamburgers) is written in Showguide Normal with very wide serifs, reminiscent of massive platforms on which the characters are printed. The central part of the letters, on the contrary, is thin and elongated.
1971 – 1972
The next emblem appeared after the launch of the second restaurant, where a window was added to serve customers on cars. All elements in the logo remain the same. The only update that touched the circle with Wendy: the designers placed the slogan “Quality is our recipe” over the girl’s head in a semicircle.
1972 – 1977
For the first time, the portrait of the daughter of the company’s founder was redrawn in a different style. The artists removed the childish mood and vivid emotionality, making the image more formal. Blue stripes, like on Wendy’s dress, appeared on her collar. The graceful curls separated from the large circle with the girl. The developers changed the slogan, and the words “Old Fashioned” gave a new font, halving it.
1977 – 1983
Since 1977, the emblem has been divided into two zones: red and yellow. The first (with beveled corners) features a portrait of Wendy against a white background in a round black frame, curls, and a wave-like name for the restaurant chain. The second part (bottom) contains the phrase “Old Fashioned Hamburgers” in two rows. The developers have aligned the phrase “Old Fashioned” in the center.
1983 – 2013
This logo has been used the longest, probably due to its unique shape with a portrait projecting upward. The image of the girl remained the same – just the designers changed its location. They put the word “Wendy’s” below, making it very large. White letters on a red background with thin black curls look bright and distinct. The developers changed the font of the slogan “Old Fashioned Hamburgers” again.
2007 – 2013
At this time, in parallel with the previous emblem, its simplified version was used. It has no lower part – yellow, where the slogan is.
2012 – today
As a result of the redesign, the fast-food chain received a new logo, which is radically different from all the previous ones. The first presentation of the logo took place in November 2012, and the final approval in 2013.
In this version, there are still two key parts – the portrait of the red-haired girl with freckles and the company’s name. The difference is that Wendy’s crown and blue-bowed braids now extend beyond the thin black border. The text part received a free spelling – in careless handwritten italics with wide strokes.
Font and Colors of the Emblem
Wendy’s logo has at all times been associated with the portrait of the daughter of the creator of the franchise. It has never changed – even after the redesigns. He always wore a freckled, smiling girl with two pigtails and a striped collar. Only the drawing style was updated. The most recent version is even more friendly than the others, as the surrounding details have disappeared and all attention is focused on a friendly smile. There is also special encryption in the logo: the word “mom,” written by hand, is hidden in the teeth of the collar.
The designers chose a retro typeface for the first emblems: the upper part was made in Old English letters, the lower one – in Showguide Normal font with large rectangular serifs. Now an individual typeface is used, reminiscent of handwritten text made with broad strokes.
The fast-food chain’s signature palette is red, blue, black, and white. They create an attractive contrast in an original way. Previously, yellow was also used. As representatives of the company note, they are very strict about the observance of style and color in all franchise outlets.