As a creative director, if I could spend my time doing one thing, it would be designing corporate marks (logos).
In a corporate ID project, the goal is to develop a minimalistic representation of a company’s brand essence. At the same time, it is important to incorporate the subtlety of a 50 lb. sledgehammer. Impressions, impressions, impressions. Every time a viewer sees that mark, sweet brand essence must pour over them like the planet’s softest rain water.
I've recently noticed how the Wendy's fast food chain has updated their corporate mark. Wendy is depicted as an adorable redhead tween, who might very well live next door.
Who can imagine that this innocently cheerful farmer’s daughter would be responsible for doling out meat mortars–packed with 600 fat-laden calories, 255mg of cholesterol and a lethal 1990 mg. dose of sodium (Dave’s Hot ’N Juicy™ 3/4 lb. Triple)?
From their backlit drive-thru menu, it is quite obvious that Wendy and friends have elected to discard their bicycles in favor of the fat bus–with extra wide seats.
So with an evil glint in my eye, I took it upon myself to modify the new mark so that it more closely represents Wendy’s greasy brand essence. – Cheers! Doug.