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.