It’s quite good and fresh-tasting. What I don’t understand is the logo that doesn’t represent this offering. Maybe this means keeping a Checkered element combined with a strong typeface? Maybe it means keeping the red box, but changing the color so it works better with the checkered pattern and eliminates the strobe effect. That issue combined with the many extra elements involved in the look leave the door open for simplification that would increase the brand’s strength. With Checkers, the original logo uses color treatments in patterns that creates a visual effect of strobing and jostling to the eyes. Winning brands build off their initial logos keeping the elements that resonate and dropping the elements that don’t. Most brands start with a less than ideal identity due to low budgets when they start. The offering is Americana at it’s finest, but they’ve failed to bring their logo up to the times. I’ve never been to Checkers, but I’ve seen their commercials many times on TV. The design is a jumbled mess, no longer easy to visually interpret meaning it’s easily over looked. The result? A mishmashed logo treatment that blurs the lines of what Dairy Queen was and is. Dairy Queen ignored this fact and decided to walk a nonexistent line by changing to DQ (a name the market gave them), then added “Grill & Chill” to pull in that hot food offering. The problem is that losing marketshare in the original category is an inevitability when you add new, differing products. They didn’t want to lose their stronghold on the dessert brand. That’s not necessarily a bad thing except they didn’t go all the way with the strategy. They wanted to grow into new offerings beyond dessert. Great typography, unique, and a shape that truly defined the brand visually. Their original logo was on point for the time. Either way I’ve compiled a list of the what I consider the worst restaurant logos, why they stick in my mind and why I think they’re missing the mark. Maybe it’s an incongruence between offering and visual communications, or it could simply be a matter of poor design principles all together. There have been a number of them on my mind lately, and I can’t help but think they aren’t meeting their potential. I’m always thinking of restaurant brands good and bad.
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