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What Do Pro Designers Think of Arby's New Logo?

What Do Pro Designers Think of Arby's New Logo?

As it approaches its 50th anniversary in 2014, Atlanta-based restaurant chain Arby’s has redesigned its iconic cowboy hat logo and launched a new ad campaign about “slicing up freshness.” It’s Arby’s first logo redesign since 1975, and the makeover seems aptly timed as Arby’s recovers from a series of mishaps—most infamously, when a Michigan teen found a worker’s severed finger in a sandwich earlier this year.

“We’ve made small but significant changes designed to contemporize the look without losing what our most devoted customers love—namely the hat,” says Russ Klein, Arby’s chief marketing officer. “The most significant elements, the lowercase font and the apostrophe slicer icon, are details that communicate our point of differentiation, that we freshly slice meats daily in our restaurants.”