Wendy's Modernizes Mascot in New Logo

Wendy's Co. (WEN) is sticking with its iconic, red pigtails in a new logo it will start using in March.

The more modern, simplified version of its young girl mascot marks the first change to Wendy's logo in nearly 30 years, as the hamburger and Frosty purveyor hopes to rebrand itself as a higher-quality fast-food chain.

The Wendy's name and mascot were inspired by founder Dave Thomas' then eight-year-old daughter when he opened his first restaurant in 1969. But the new logo is stripped of the old catch phrases: "Quality is our Recipe" and "Old Fashioned Hamburgers."

The company hopes less boxy lettering and the simple Wendy's name stretched beneath the seemingly older girl's face will be able to stand alone.

"We want the most prominent symbol of our brand to reflect the transformation that's currently under way," Chief Marketing Officer Craig Bahner said. The new logo signals innovation while staying true to the brand's legacy, he said.

The company tested several versions of the logo, and found consumers were attached to the image of Wendy.

The restaurant chain, which has about 1,425 company-owned and 5,122 franchise-operated locations world-wide, is in the midst of a plan to spur long-term growth by revamping its menu and remodeling restaurants. As fancier fast-food chains such as Chipotle Mexican Grill Inc. (CMG) and Panera Bread Co. (PNRA) are infringing on the territory, Wendy's is hoping to position itself somewhere between the likes of McDonald's Corp. (MCD) and the growing "fast-casual" segment. Read More