Did the folks at Gap get ahold of this? Arby’s current marketing kick is all about how they slice their meat right in the restaurant, as opposed to other guys (cough, Subway) who apparently slice their meat in a factory. When major corporate brands drastically redefine their look, there are only two reactions that the public usually chooses between: love and loathing. Now that I’ve said far more about the Arby’s logo that you probably ever wanted to hear in your life, let’s move onto the website. What would you have done differently? Take your favorite fandoms with you and never miss a beat. This logo is similar to the classic logo but the letters are now bigger and the hat became straight. In 1969, the logo was changed to the famous red hat, with the slogans "Satisfy your grown-up tastes" (2001-2003) "What Are You Eating Today? Fast forward to 2012 and Arby’s has furthered the logo evolution. A weird cowboy hat and old western text? Though the two are drastically different, it can definitely be said that the current Arby’s logo maintains the heart and soul of the original. Forget the 3D discussion, what have they done with the text? The hat is in 3D (based upon the 3D version of the previous logo), the top outline is slightly longer than the previous logo, the font is updated, the name is entirely lowercase and the apostrophe was modified, cutting off a part of the "s". Before we move onto the new branding, let’s take a quick peek of what the Arby’s website looked like a few months ago. In this version, only the hat takes on the 3D perspective. The hat has been abstracted and simplified and the text has been reduced (in terms of word count) and enlarged. My one beef with the website (see what I did there?) Content is available under $1 unless otherwise noted. If you’ve never seen this before, it might be a bit of a shock. Let’s take a minute to look at some of their old stuff. I’m half surprised their new slogan isn’t “lol”. ", "Every Day Tastes So Good", "I'm Thinking Arby's", (2005-2009) "Worth Every Penny" (2009-2011), and "It's Good Mood Food" (2011-2012). Any time you’re working with a long established brand, people are going to kick and scream when you go and change it. Strangely enough, it can be perceived as some sort of attack on their childhood or an unwelcome reminder that they are in fact getting old. The old southwestern imagery of the hat simply does not meld well with such a starkly modern typeface. This new look is far more masculine, adult and mature than their old site. It’s an awkward and wince worthy juxtaposition. Everyone’s favorite roast beef sandwich fast food chain (ok, maybe the only roast beef fast food chain anyone can name) just jumped headlong into a brand refresh. The bulk of the home page is taken up by a big, beautiful JavaScript slider. I’m certainly not a fan of the logo, that type makes me Hulk out, but the website actually has a great aesthetic. As you can see, the logo that we know now seems like a fairly natural evolution of this older version. However, when compared to the flat version of the old logo, which is what most people are used to, it seems like a pretty dramatic change. The logo in the upper left of the website has taken a less dramatic approach, no doubt the simplified vector translation of the glossy 3D idea. Looking at the two side by side, the old version definitely seems a little on the tall side above the text. Note that this is a full on 3D extrusion with both the text and hat taking on a perspective and plenty of gloss. Ultimately, this is where I think they killed the Arby’s brand. To integrate this new focus into the logo, they replaced the apostrophe with a blade that cuts into the s. Overall, not a bad way to convey their message. but was soon changed to "We Have the Meats". It drives type lovers nuts! The hat is in 3D (based upon the 3D version of the previous logo), the top outline is slightly longer than the previous logo, the font is updated, the name is entirely lowercase and the apostrophe was modified, cutting off a part of the "s". It seems that every corporate logo designer is intent on ruining custom type work with boring sans-serif fonts. It almost looks like a branding iron, which fits with the brand. Instead, they’ve chosen to take the separate mobile site route: To be honest, I don’t mind this so much. People form strong bonds with brand images throughout their life, and they often don’t even realize it until those images are permanently changed. I actually think this is a good call and have thought for years that it could do with a little shortening.
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