Established in 1965 with franchises starting to open in 1971, TGI Fridays (originally T.G.I. Friday’s) is a chain of restaurants focusing on casual dining and complex drink options. There are over 900 locations in more than 60 countries employing over 30,000 people, 8,000 of them bartenders. Fridays is mostly known for its cheesy, antique-filled decor and subpar yet above par priced food. With a slew of new and remodeled locations the chain is hoping to change perceptions and set a new standard in casual dining. Without any official announcements or coordinated rollout — there is even a confusing new URL, newfridays.com — TGI Fridays has introduced a new logo that drops the apostrophe, and its new locations feature streamlined and more contemporary designs. No design credit is given on the identity nor the restaurants’ design but London-based Harrison has been responsible for many of the UK locations and has just opened a U.S. office to help bring some of the flair here.
I’ve never really liked Fridays’ logo, not even in its Tuscan iteration that lasted for so many years. The holding shape has always bothered me and the stripes within it have never really made sense. But over the years I’ve seen locations switch their facades to use striking and bold red and white diagonal motifs that make the chain a little more contemporary and yet undeniably recognizable so I like that the new logo has dropped the shape and gone with just a striped border. It’s a simpler execution that maintains the main elements and is easier to apply and adapt to different facades or other applications. The vertical “TGI” drives me a little nuts, but if it helps simplify the shape, why not?
The biggest changes, and where the restaurants will benefit the most, are from refreshed interiors that make the dining experience feel less like being in the worst episode of Antiques Roadshow and in a place where you don’t mind sitting down and enjoying pieces of meat smothered in Jack Daniel’s sauces along with oversized alcoholic drinks. Some of the interior details are remarkably nice — like those frames on the wall or the “In here, it’s always Friday” sign. It’s going to take a long time to bring up to speed over 900 locations but since it’s only Tuesday, they have some time.Read More →
Established in 1983 when it opened its first location in Clearwater, FL, Hooters is the original and still one of the leading “breastaurants” with 412 restaurants in 44 states of the U.S. and 27 countries around the world. For the uninitiated, Hooters is a “casual beach-themed” restaurant with “sports on large flat screens, and a menu that includes seafood, sandwiches, burgers, salads, and of course, Hooters original chicken wings.” More recognizable than the food or establishment are the short-shorted, tight-tank-toped Hooter Girls, who “provide the energy, charisma and engaging conversation that keep guests coming back” and “Much more than just a pretty face, Hooters girls have game”. They have game and a new logo to wear across their shirt as Hooters has introduced a new logo designed by Atlanta, GA-based Sky Design to coincide with its 30th anniversary.
“Revealing this new logo celebrates our 30-year legacy and continued growth as one of the most successful dining destinations in the world,” said Dave Henninger, chief marketing officer, Hooters of America. “We have already tested the contemporary design of the new Hootie with our customers and it was preferred 9 to 1 over our original logo, which will become part of our brand heritage.”
The old logo — traced from an illustration found on a dictionary, according to this USA Today story — has always helped give Hooters that cheap, cheesy, smarmy vibe that one would associate with a highly successful chain of restaurants whose main attraction is women’s cleavage. In terms of juvenile humor of using an owl (or hooter) and its big eyes as the “O”s in the name that also look like a pair of breasts is relatively ingenious. That, plus the giggle from anyone who sees the logo for the first time, is what has made this logo so iconic. The new logo keeps the boob equity of the original with a less, creepy taxidermic look by going with a more cartoonish approach. It’s no more better than it’s worse. It still exudes the same cheap, cheesy, smarmy vibe but with more bezier points than before. The typography appears to be slightly improved, but that’s not saying much. Overall, it’s a redesign that makes sense but one that doesn’t lift the brand beyond what it already is.Read More →
The designers used graphics that aren’t typical for beer bottle labeling, and the brand makes ap latform for other designers to show of their own design for design’s sake.
By Þorleifur Gunnar Gíslason, Hlynur Ingólfsson and Geir Olafsson.
Lovely Package presents the winners of worldwide A’ Design Award & Competitions’ Packaging Design Award Category which is devoted exclusively to the art of brand packaging. Each year packaging designers, manufacturers and creative agencies compete at the A’ Design Award & Competition’s Package Design Category for honor, prestige and international recognition. Here are a few of the projects we chose to highlight, for the rest be sure to check out all of the winners at A’ Design Award & Competition.
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