Arby's Gets a Shine

Arby's, which has been around for almost fifty years and so is one of the oldest fast-food chains in America, has unveiled a new logo designed to reflect its leaner new menu item: turkey sandwiches. The logo was created by Crispin Porter & Bogusky, and though it is the same emblem, the line has gotten shiny, and a bit 3D.

npr.org

14 Comments
David F
And they were PAID for this? #garbage
November 6, 8:10 PM
Online Movies
Good Post......
October 25, 1:08 AM
Online Movies
Good Post......
October 25, 1:07 AM
Robby C
This whole Arby’s rebranding is built around the notion that they slice the meat per order not ahead of time like most sub sandwich shops. How many of you noticed the apostrophe is a meat slicer? That in itself might of worked if handled better and without the train wreck of a logo modification going on around it.
October 15, 8:35 AM
Robby C
This whole Arby’s rebranding is built around the notion that they slice the meat per order not ahead of time like most sub sandwich shops. How many of you noticed the apostrophe is a meat slicer? That in itself might of worked if handled better and without the train wreck of a logo modification going on around it.
October 15, 8:11 AM
Patrick H
I'm horrified at how much they got paid for that steaming heap. It has no logic to the design. Amateur hour over at CP&B on this one. It looks like something a first year design student puked out the very first time they opened Photoshop. "Oooo, what does this button do? Neat it looks kinda like shiny 3D. Done!" Honestly CP&B. Did you put the receptionist to work on this? And Arby's I would've charged you half what you paid and you would've gotten 10 times the quality.
October 13, 4:05 PM
jerron
I'm sure that CP&B isn't totally to blame for this disaster. There is probably some know-it-all over marketing that has an ego that takes precedence over years of brand equity or quality. The old logo's custom font and hat work well together and says food to me, the new logo says, good ole' just for the heck of it quick rebrand.
October 12, 4:38 PM
Zach L
CP&B obviously does not specialize in branding. This is terrible and they have destroyed years of brand equity and what Arby's represents. Beef. Roasted. This new logo is shit and to far of a supposive "evolution". Logo type and 3D FTW??
October 12, 1:13 PM
Jeff Halmos
Piling on, I'd like to add that the wordmark font is way too radical a departure. They could have contemporized the slab serifs (Wendy's also did the same radical change recently with their repulsion to the cowboy serifs) and the kerning is awful (the a and the r kern is classically amateurish). The "flag" apostrophe works better from the original than the thing they have now. And cutting into the s instead of having the wisdom to cut into the hat as the apostrophe does in the original, would be far less distracting and more communicative of the name. One hopes the 3D is just a version logoLounge found, and that it does exist in a flat form.
October 12, 11:33 AM
Andy B
The "s" is just lost behind that gi-mangous apostrophe.
October 10, 3:15 PM
Jimmy Wardlaw
Not liking the new logo. Would like to have seen the 10 gallon cowboy hat giving some real attention. I'll post my idea soon.
October 10, 3:13 PM
Daniel B
The good ole' just for the heck of it 3-D effect.
October 10, 11:39 AM
rony xu
erhm ... i think the old one looks better, the new one looks like its lost the soul
October 10, 4:42 AM
The geometry looks forced to me.
October 9, 4:22 PM

 

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