The idea is to create a more inviting atmosphere where consumers feel they can relax. The changes are even extending to employee uniforms, which will be updated next year to have a more tailored look. In his book "Dave's Way," Thomas recalls how the family dressed up Wendy, then 8 years old, in a blue-and-white striped dress for the opening of the first location. And the initial variation was reminding of those good old days. Your California Privacy Rights/Privacy Policy, Wendy's did extensive testing of new designs, The chain is also updating its menu and employee uniforms. But sales at its restaurants open at least a year have edged up the last five quarters. To make her pigtails stick out, they put pipe cleaners in her hair. The Wendy's name and original logo were inspired by founder Dave Thomas' daughter, whose real name is Melinda Lou. The girl, according to Wendy's, is founder Dave Thomas' daughter Wendy at age 8. As the original logo was quite suitable, Wendy’s didn’t have to alter it completely. Ultimately, Brolick wants the company to be seen as a "top-end" fast-food chain — better quality than McDonald's, but perhaps not at the same level as Panera. Her siblings couldn't pronounce her name when they were younger, so they called her "Wenda," which turned into "Wendy.". Wendy's is an American international fast food restaurant chain founded by Dave Thomas on November 15, 1969, in Columbus, Ohio.The company moved its headquarters to Dublin, Ohio, on January 29, 2006.As of December 31, 2018, Wendy's was the world's third-largest hamburger fast-food chain with 6,711 locations, following Burger King and McDonald's. In an interview with The Associated Press, CEO Emil Brolick said the old logo served the company well for three decades, but it was time for an update. Dave Thomas, in 1969, opened a restaurant back in 1969 after he could not find a good place for hamburgers in … For the first time since 1983, the Dublin, Ohio-based fast food company (WEN) is updating its logo in a move intended to signal its transformation to a higher-end hamburger chain. In undertaking the redesign, the company realized three key elements had to be preserved; the image of the little girl, the color red and the way the "Wendy's" font swerves up — what executives call "the wave.". As you can see in the image below, Wendy’s has kept their brand identity fairly consistent stretching all the way back to the original iteration of the logo in 1969. A notched font as it seems was taken from one those movies about the first Wild West settlers. Wendy's original logo, left, and new logo, right (AP/Wendy's) The speculation began in April after Wendy's rolled out its first new logo in almost three decades. Waiting even a short time to begin putting aside money is a huge mistake because it has an outsized effect on the amount of money you'll end up with. The Wendy's name and original logo were inspired by founder Dave Thomas' daughter, whose real name is Melinda Lou. It's the fifth logo update since founder Dave Thomas opened the first Wendy's in 1969, and perhaps the most significant. Wendy’s slogan was last changed to “Deliciously Different” in 2016 according to Adage. Brolick says those type of small adjustments can have a big impact on perceptions about the healthfulness and quality of the food. Building on the introduction of its sweet baked potato and Bacon Portabella Melt cheeseburger this year, the company is looking at introducing whole wheat buns and flatbreads. That's roughly the image of the little freckle-faced girl in the logo. The drawing in the logo is a stylized portrait of chain founder Dave Thomas' daughter Melinda-Lou \"Wendy\" Thomas. "When we pushed things too far, they very much reeled us back," he said, noting that it showed just how attached people are to the brand. The logo will be part of the new restaurant design that Wendy's is looking to expand to its roughly 6,000 locations in North America. By 2015, Wendy's plans to have half its 1,425 company-owned locations updated. Wendy’s story is one of the most inspiring ones in entrepreneurship anyone has ever heard. Twenty-nine years later, when the new logo was released, so was an older and more mature Wendy. This is the first logo that was only used for the first restaurant. Timeline Source: AboutWendys.com. In addition to the girl’s face, the earliest Wendy’s logo (1969) featured the name of the company in large red letters andthe slogan “Old Fashioned Hamburgers”. The makeover comes as the chain known for its square burgers and chocolate Frosty shakes struggles to redefine itself in the face of intensifying competition from the likes of Panera and Chipotle Mexican Grill, which are seen as a step up from traditional fast food. Instead of the boxy lettering against a red-and-yellow backdrop, the pared-down new look features the chain's name in a casual red font against a clean white backdrop. The early feedback is positive, and Brolick says workers like the new outfits — so much so that they feel comfortable wearing them outside the restaurant. An image of the smiling, cartoon Wendy in red pigtails floats above, looking more vivid and not quite so childlike. Others wondered if the word "Mom" referred to the girl herself, who appears much older in the new logo. In the new logo, Bahner notes that Wendy's pigtails stick out from the oval frame, bringing her forward and making her more dynamic. Her siblings couldn't pronounce her name when they were younger, so … NEW YORK (AP) — Wendy is getting a makeover. Wendy's push has intensified since Brolick came on as CEO about a year ago. In addition to raising perceptions about its food, Brolick is focusing on renovating outdated restaurants with a look that features natural lighting, flat-screen TVs and a variety of seating options, including cushy chairs in nooks. Thomas thought the name conjured an image of the wholesome hamburger restaurant he dreamed of opening. It's still far from clear whether Wendy's broader reinvention will succeed. "Our goal is to be a five-star restaurant at a three-star price," he said. Wendy’s logo history. The New Wendy’s Logo. Craig Bahner, the company's chief marketing officer, notes that all brands need to evolve. Brolick said he was encouraged by consumer feedback in testing dozens of potential logo variations over several months. © 2020 USA TODAY, a division of Gannett Satellite Information Network, LLC. Brolick has said the revamps "enhance all dimensions of the Wendy's experience" and renovated locations see a 25% bump in sales. Starting in March, Wendy's says the updated logo will start appearing on newly built and renovated restaurants.