Over the weekend Arby’s announced their new ad campaign with a new logo and a new tagline. With the upcoming of its 50th birthday Arby’s wanted to take a more “fresh” approach to things. The new logo uses a more modern sans serif font that is lower case and have also added a three dementional look to the recognizable hat. As far as the tagline there is no more “good mood food” it is now “slicing up freshness.”
Here is what the branding blog Brand New has to say about it “The Arby’s giant hat logo is one of the most fun fast food chain logos: oversize and over-Western’d without any excuses. Their classic road signs, sadly less common now, are always a sight to behold. Even what looks like cheesy typography is a very nice, condensed bit of slab serif that filled in the hat properly. The new logo retains the hat shape, along with some unfortunate 3D extrusion, but replaces the typography with some flavorless, sans serif with a lowercase “a” and the sharpest, biggest (and is that shiniest?) apostrophe that no logo ever needed.”
Arby’s wanted to make its customers aware that they do in fact slice the meat daily in store and that is a big part of why they wanted their tagline to announce that to its customers.
Brand Channel says “The refreshed logo also plays on the meat-slicing theme — it’s described as an “updated, modernized logo that stays true to the iconic hat, but also communicates Arby’s pride in freshly slicing meat daily in each restaurant.”
I don’t know about you but I am sad to see the logo I grew up recognizing for its amazing curley fries go.