Chain restaurant Hooters is revamping its iconic 30-year old logo to feature a leaner, meaner owl, but true to the restaurant's positioning in the food service space, the sexual imagery is staying, says Dave Henninger, chief marketing officer of the company.
"The (visual) double entendre remains in place," Dave Henninger, chief marketing officer, told USA Today. "We want to keep the tongue-in-cheek wink going."
On Thursday, the company unveiled its modernized "Hootie" as part of its 30th anniversary celebration.
Here's more about Hooters' new logo and four other restaurants that have updated their iconic emblems:
Based in Atlanta, the company opened its first restaurant on Oct. 4, 1983 in Clearwater, Fla. The privately held chain has over 430 locations in 28 countries today and owns 160 of those restaurants.
While competition from other "breastaurants" have popped up across the country, the company maintains that "the Hooters girl," what it has named its scantily-clad waitresses, is a "globally recognized icon."
"The current logo, uniform, menu and ambiance are all very similar to what existed in the original store," Hooters' website states. "This consistency is understandable given Hooters continued success and high ranking amongst the industry's growth leaders."
Earlier this year, Wendy's began using an updated image, created by a design firm, of founder Dave Thomas' daughter. It still featured the 8-year old Wendy Thomas, who had been used in the previous logo for 29 years.
This week, a design website put forward a theory that the word "mom" was placed in Wendy's collar as a subliminal nod to "mom's cooking". The company issued a statement saying, "We are aware of this and find it interesting that it appears our Wendy cameo has 'mom' on her ruffled collar. We can assure you it was unintentional."
Dave Thomas opened the first Wendy's restaurant in 1969 in Columbus, Ohio. The Wendy's Company is the world's third largest quick-service hamburger company with more than 6,500 franchise and company restaurants in the U.S. and 27 other countries and U.S. territories, the company states on its website.
Colonel Harland Sanders underwent a makeover back in 2006 in KFC's logo. In 2006, the late Kentucky Fried Chicken founder began wearing on top of his iconic white suit a modern red apron. It was the fourth time in 50 years that the logo had changed.
The eatery, which today just calls itself KFC, says that Sanders began operating a service station in Corbin, Ky. in 1930, cooking for travelers who stopped for gas. Gov. Ruby Laffoon made him a Kentucky Colonel in 1935 in recognition of his contributions to the state's cuisine. The colonel's 11 herbs and spices are still used in the chain's chicken, the company says.
Despite the new logo, Sanders' white suit is still heavily associated with the company. One of his suits and a clip-on bow-tie was auctioned on June 22, 2013 for $21,510. Masao 'Charlie' Watanabe, president of Kentucky Fried Chicken Japan, bought the suit.
The first Starbucks opened in 1971 in Seattle's historic Pike Place Market with an ornate, brown logo. Today, the company has more than 18,000 stores in 62 countries and has simplified into a green and white stamp.
The company said its logo, which has centered around a "siren", goes back to when the founders tried to "capture the seafaring history of coffee and Seattle's strong seaport roots," Starbucks said on its website back in 2011, when the it removed a ring around the female image.
After scouring old marine books, "Suddenly, there she was: a 16th century Norse woodcut of a twin-tailed mermaid, or Siren. There was something about her – a seductive mystery mixed with a nautical theme that was exactly what the founders were looking for. A logo was designed around her, and our long relationship with the Siren began."
"Our new evolution liberates the Siren from the outer ring, making her the true, welcoming face of Starbucks. For people all over the globe, she is a signal of the world's finest coffee – and much more. She stands unbound, sharing our stories, inviting all of us in to explore, to find something new and to connect with each other. And as always, she is urging all of us forward to the next thing. After all, who can resist her?"
|Jack In The Box|
Jack in the Box Inc., which operates its eponymous fast food chain and Qdoba Mexican Grill restaurants, was founded in 1951. Jack in the Box has more than 2,200 restaurants in 21 states.
Robert Peterson opened the first Jack in the Box restaurant in San Diego in 1951. The restaurant was one of the first to use a drive-through speaker box and reportedly had a sign that stated, "Pull forward, Jack will speak to you."
"Equipped with an intercom system and drive-thru window, the tiny restaurant served up hamburgers to passing motorists for just 18 cents, while a large jack-in-the-box clown kept watch from the roof," the company's website states.
Its latest logo was introduced in 2009.