Creativity

IHOP Turns its Logo From a Frown to a Smile

Redesign Is Chain's First in Over 20 Years

Published on Jun 02, 2015

Editor's Pick

IHOP has changed its logo for the first time in more than twenty years, incorporating a "smiley face" into its branding. The restaurant chain, which was founded in 1958 in Toluca Lake, California, says the smile reflects how its pancakes put a smile on the faces of its customers; but clearly it's also a nod to the social media age. (IHOP's marketing chief, Kirk Thompson, also told Buzzfeed that the old logo appeared "like a person's frown.")

The new logo, created by 360/Studio Tilt, turns the O and P of the brand's name into the eyes, with a smiling red mouth underneath. It will be featured on the IHOP menu, website, mobile app, in advertising and on signage at select restaurants. To promote it, IHOP is launching a series of events called "Summer of Smiles" celebrating people who "bring smiles to their communities." The first event will be a "Monumental Pancake Lunch" for 6,000 attendees of the Kiwanis International Convention on June 25.

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About

Credits

Date
Jun 02, 2015
Client:
IHOP
Design:
360/Studio Tilt

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