Wendy's New Logo Secret

Photo by: Wendy's via Facebook
"Look at the clever way the word Mom is hidden in Wendy's collar," noted Stocklogos. "The trick is most apparent in the single color variation of the logo used on ... more 
Photo by: Wendy's via Facebook
"Look at the clever way the word Mom is hidden in Wendy's collar," noted Stocklogos. "The trick is most apparent in the single color variation of the logo used on packaging." Like this all-red example on a plastic cup.
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Tue, Jul 16, 2013 2:12 PM EDT
When fast-food behemoth Wendy's rolled out its first new logo in 29 years in March, it wasn't hard to notice the softer font, more vibrant colors and the absence of Wendy's striped, puffy-sleeved shirt. What was harder to see, though, was what bloggers have this week been calling a "hidden message": the word "mom" appearing in Wendy's ruffled collar. "Most people have a sentimental attachment to at least a few of the dishes their Mother's used to make," noted logo blogging site Stocklogos. "It should not be a surprise to see the fast food restaurant, Wendy's associating their refreshed brand with Mom's cooking." But the M-O-M was apparently not a sneaky plot. "We are aware of this and find it interesting that it appears our Wendy cameo has 'mom' on her ruffled collar," a Wendy's spokesperson told Business Insider Monday. "We can assure you it was unintentional." Still, it may be beneficial, according to graphic designer and "Logo Design Love" author David Airey. "When there's an 'aha' moment, such as Toblerone's bear or Apple's 'byte,' it can aid a logo's distinction," Airey told Yahoo! Shine in an email. "But it's not necessary. You need only look at the logos of other successful companies--Google, Subway, Coca-Cola--to understand." What is necessary, he said, is that the logo be, "appropriate to the business it identifies, simple enough to tell just one story, and distinctive enough to be remembered." Still, subliminal messages are fun. Here are some of the coolest we could find.