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There are a million restaurants out there, and of those millions thousands are national franchises. Of these, unfortunately, there aren’t too many that really stand out — they all seem to blend together for some reason. Chili’s, T.G.I. Friday’s, Ruby Tuesdays (yes, they have a new logo too, to be reviewed here soon), and, the cause of this post, Appleebee’s, are only a few of them. They all have roughly the same vast menu, same average price, and same lackluster service. Most of these places are so cookie-cutter from the decor to the menu, it’s hard to differentiate between them. Close your eyes at any of them and take a sample of the food and you wouldn’t be able to tell the difference. But this is the exact thing Applebee’s hopes to fix. Applebee’s goal is to make a “special place for people to come together.”
And to do that they just updated to a new logo with the tagline “Together is good.” As a side, the use of Wanda Sykes as the “spokesapple” seems a little bit on the cheesy side, but might turn out to be a good move. It’s always risky to have a celebrity back your product due to personal biases. Let’s just hope people see the humor in the new campaign.
The new logo itself is just blah. (Yes, I know, so poignant a critique). The old mark was awful, but I think Applebee’s missed something in translation. The type on the new mark is alright, although the A really bugs me. I imagine Armin is loving the Cooper Black tagline. I think it is playful and does the job pretty well. The apple and its outline is a big annoyance though. The hues are so close together, why not just have a solid apple? The overall color scheme is appropriate and a nice evolution from the old one, but I would have liked to see something besides green for the tagline text.
I guess it’s just the combination of the okay logo and new advertising campaign — a speaking apple? really? — that makes me feel less than enthusiastic about this one. But at least that old typography on a street sign logo is gone. Make sure to check out the looping flash piece on their website! More information can be found reading the press release.
Jump to Most Recent Comment
Ryan’s comment is:
Well, I dig the new color treatments and the illustrative quality of the apple. I also like the font used for "applebee's." However, I really dislike the ligature between the A and p. It seems odd that it's connected, like a script, when none of the other letters exhibit that characteristic.
I'm also not digging the Cooper Black used for the tagline, as to me it doesn't imply "togetherness" but instead implies "we were originally going to use Comic Sans but the client didn't like it." Aside from those gripes, I think it's better than what they were working with previously.
And your comment about how all of those chain restaurants look alike is so true. It also reminds me of this little video.
On Nov.05.2007 at 09:35 PM
Kevin’s comment is:
The old logo reminds me of a chalkboard and an apple for a school supplies company. The new green is a very unappetizing hue.
On Nov.05.2007 at 09:53 PM
Unit B’s comment is:
Sadly, the new logo matches the menu. Blah... The cooper black creates bad balance, and the capital A you commented on seems to be tipping over, and the wrong way to boot. My first instinct is to tell what they COULD have done, based on what they DID do, but the execution is based on a flawed concept from the start. Is it an improvement? Yes, but...
On Nov.05.2007 at 09:56 PM
Mark’s comment is:
I like it.
It looks so new and different.
very nicely cleanly done.
I'm shocked to see Cooper Black being used in a new logo, however it looks like it works well here.
only thing that bugs me is that white spot at the top beneath the red outline of the apple, sticks out a bit too much.
plus that makes the apple look half filled.
On Nov.05.2007 at 10:37 PM
Matthew Moore’s comment is:
I can't say I like any of the specific parts of the new logo, but together as a whole, it seems to work. Nice balance, but obviously, they should hve put some more thought and effort into it.
On Nov.05.2007 at 11:10 PM
Colin Williams’s comment is:
I think the goal of the re-brand was lost somewhere along the way. Although this logo does succeed at modernizing their image, that's all it succeeds in doing. Nothing particularly bothers me about the logo (I don't hate the A), but nothing about this new direction, not the type, not the colors, not Wanda Sykes the Apple, gets me thinking Applebee's. I'm thinkin' Arby's.
Also, has anyone else made this connection: Wanda Sykes = from Atlanta = apple-bottom capitol of the world? No? Nothing? Okay then...
On Nov.05.2007 at 11:30 PM
Inaudible Nonsense’s comment is:
Okay, whatever the logo sucks. But let me just say that there is a huge difference between these chains. And I'm totally serious here. Each one has a speciality. Each has a different theme and each has a (or almost each) has different price point. I can see some blurring between T.G.I. Fridays and Ruby Tuesday's -- although since I hate T.G.I. Fridays but love Ruby Tuesday's -- I think the difference is actually pretty strong, but they do both do the big burger thing. So just to run it down for you: Chili's is like the New Orleans style. Ruby Tuesdays is sort of an upscale burger joint (you can't beat their salad bar and soups, but they've gotten into some fancy plating recently -- much better presentation than the others), TGI Fridays is really like a burger sports bar thing. And Applebee's is sort of cheap down market sports bar. I associate it with the all you-can-eat wings on Tuesdays. Anyway. Just thought I'd clear that up. You can go on with your elitist urban selves now.
On Nov.05.2007 at 11:47 PM
joel’s comment is:
i think the logo looks like chunks of a bunch of ideas.
You've got this bold, traditional, but ultimately lumpy kind of Cooper Black tagline that (to me) seems to be fighting the polish of the wordmark.
And then you've got this clipart logo thing going on with the apple.
What are they trying to say? The apple almost looks like its trying to say "funky fresh, look at me, I can be off kilter!" but the word "applebees" has a contemporary-classic look, and the tagline was just to keep something linked back to the original mark.
Ultimately, I don't think it's very unified at all.
K. West’s comment is:
I think the typography of the previous logo had a slightly "Old World" charm. Although I am quite weary of the Christmas/pizzeria color scheme being used for everything.
I think the new logo is hideous for a restaurant. It has a strange, subdued nursery quality that makes it uneasy--ss if they were selling educational toys for young kids with learning disabilities Then cooper black which corresponds to nothing.
Isn't it some kind of rule to not mix serif fonts? Especially not two bubbly quasi-serif fonts like these? They cancel each other out.
On Nov.05.2007 at 11:53 PM
brian’s comment is:
This is a living example of why we don't mix two serifs. What a mess. The barf green, the non-functional ligature. This is nothing fresh or modern about this logo. It wouldn't be as bad without the tag but this is the worst rebrand we have seen here in a while, well ok, since Wacom.
On Nov.06.2007 at 02:47 AM
Clark’s comment is:
Bland, uninspiring, and ultimately unsatisfying - just like their menu.
On Nov.06.2007 at 07:42 AM
beth’s comment is:
I've always called these "crap on the wall" restaurants. Like a bunch of boat oars and old movie posters are going to create some ideal ambiance for munching on chicken fingers and flirtinis.
On Nov.06.2007 at 08:41 AM
JOHN’s comment is:
yeah, i wouldn't be surprised if we see a new applebee's logo in the next few months. this one is bad, and even worse than the original, which was pretty bad.
On Nov.06.2007 at 08:47 AM
John’s comment is:
Also, has anyone else made this connection: Wanda Sykes = from Atlanta = apple-bottom capitol of the world? No? Nothing? Okay then...
What? I'm from Atlanta and never once heard that it is the "apple-bottom capitol of the world." What, may I ask, are you referencing?
On Nov.06.2007 at 09:21 AM
Armin’s comment is:
> I imagine Armin is loving the Cooper Black tagline. I think it is playful and does the job pretty well.
You know, I never thought I would dislike the use of Cooper Black, but in this case I can't really stand it. It's an odd choice that clashes with the rest of the identity. Cooper Black is best used sarcastically, ironically, or humorously... Applebee's is taking it too seriously. The only thing that saves Cooper Black is Wanda Sykes voiceover.
The apple icon is ghastly. It's unfocused and arbitrary. Apples are the easiest fruit to stylize as an icon, so it's quite sad to see it done this way.
The only thing I like about this logo, which the majority seems to hate, is the Ap ligature. I think it could have been the start of a really great custom script/serif wordmark.
A step sideways for this rebrand, neither better nor worse, just equally so.
On Nov.06.2007 at 09:24 AM
Ty’s comment is:
Apple mark: neutral.
Wordmark: thumbs down.
Tagline: thumbs down.
On Nov.06.2007 at 09:46 AM
karen’s comment is:
i agree with armin... the A-p ligature could have been something great, if only it made sense with the rest of the word.
i absolutely loathe that green color, it is beyond un-appetizing. it reminds me of baby poo. i'm pretty positive that was not what they were hoping for.
On Nov.06.2007 at 09:52 AM
darrel’s comment is:
Both appear to have been created in MS Word with the built in Clip-Art. But, well, cooper black always wins points by me.
I look forward to the Ruby Tuesday's review. Their new logo actually stands out in the crowd of mundane chain restaurants. The new logo was enough to convince me to try them out the last time we went to the mall. Alas, the actual food and dining experience is still the same as any crap-nailed-to-the-wall chain. Oh well.
On Nov.06.2007 at 09:58 AM
John McCollum’s comment is:
The logo is exactly as good as the food.
On Nov.06.2007 at 10:06 AM
shawnna’s comment is:
looks more like a grocrey store logo to me.
On Nov.06.2007 at 01:05 PM
C-Lo’s comment is:
"The new logo itself is just blah. (Yes, I know, so poignant a critique)."
Couldn't have said it better myself.
Poor color choice with an apple that I think is doubling as a mouth. A scary, almost Muppet like abomination with guacamole on it's shirt.
On Nov.06.2007 at 01:16 PM
damon’s comment is:
I don't know, I'm not going to go into much depth here.
but the one thing that really bugs me about this logo is the tagline is bolder than the wordmark and the same colour....ugh.
the apple illustration doesn't really quite work for me either...although it's close. and I like the placement of it in relation to the wordmark.
On Nov.06.2007 at 01:30 PM
krys’s comment is:
Why did the new direction even need to include an apple? If the name is going to be taken literally, why not add a bee as well?
Wait, I know... the original owner's sister's dog LOVES apples.
mystery solved
And I agree, the green is not appetizing.
On Nov.06.2007 at 02:24 PM
Mark’s comment is:
*blocks the apple symbol with his thumb*
ooh! much better looking.
I wonder what's Von's opinion is on this logo.
On Nov.06.2007 at 03:34 PM
Feluxe’s comment is:
you have to picture this on signage.
And I can't. It relates nothing of the new "together" postitioning and contains few cues to Americana (I've always considered A'bees "tiffany lamp" vibe to be slightly Three's Company- very Regal Beagle if you will.
heres what taking an old image and typing in Futura looks like:
I wonder if they'd mind taking eating scrap from ACLU's School by School abstinence awareness program?
New name: Plan Applebee's®
On Nov.06.2007 at 04:33 PM
Von Glitschka’s comment is:
For some reason I have an appetite to buy new shoes?
On Nov.06.2007 at 06:50 PM
Josh B’s comment is:
I find the deliberate placement of the apple icon above the "Apple" part of the name to be very see-say. Maybe they should put a badly drawn bee above "bee's" too. Or better yet, just make a rebus out of it and get rid of the typography.
And what's with that sad, weak little apostrophe.
On Nov.06.2007 at 07:05 PM
Gary’s comment is:
Does anyone know who designed the new identity?
On Nov.06.2007 at 07:07 PM
Feldhouse’s comment is:
Gary,
I did some research but couldn't find the firm who created it. For any entry where we know the firm, we will let you know. McCann Erickson did the advertising campaign but it's anyone's guess who did the logo.
On Nov.06.2007 at 09:35 PM
Jeff Peppers’s comment is:
i think they got it all wrong
need moar of dis, rite?:
Kosal Sen’s comment is:
Disappointing, unrefined, amateur. I get the feeling it was "designed" by going through system fonts, weeding out ones that looked bad, and settling on what was left. An improvement over the original? Don't think so. This may be cleaner, but it's still just as ugly. Type and stroke weights bear no relation to each other. The only good thing is the placement of the apple in the nice cradle formed by the letters. Seeing that, it leaves a little more to be desired for the second half of the type. 
taber’s comment is:
mmm pbj's
Mark’s comment is:
hehehe getting a kick out of these new logo suggestions :)
On Nov.07.2007 at 01:25 PM
disgruntled designer’s comment is:
old:
:(
new:
:(
it's all the same to me.
On Nov.07.2007 at 02:03 PM
Alex Ogle’s comment is:
Both logos feels thoughtless.
On Nov.07.2007 at 03:23 PM
Alex Ogle’s comment is:
I mean:
Both logos feel thoughtless.
Anonymous’s comment is:
Come off it, people, the old Applebee's logo was crap, and this one is much better. It's not the greatest logo EVER, in fact, it would be more suited to a Myspace-wannabe, but it's a major improvement.
On Nov.08.2007 at 05:19 PM
Rob’s comment is:
Food still is below par no matter what they do to the logo.
The darker hue of red seems like a puddle of blood to me.
The type, I agree with the majority. The ligature could have worked but doesn't. And Cooper Black was the wrong face to use for the tagline.
On Nov.08.2007 at 10:20 PM
Kevin M. Scarbrough’s comment is:
I agree with Kosal, they need a bee in there. Maybe that is the solution, ditch the type all together and slide a nice, fat bee in there.
Ah, bees. Solution to so many logo problems.
On Nov.11.2007 at 12:17 PM
tbronson’s comment is:
I don't know Applebee's, but I do know the old logo, because I happened to see it twice this week in two completely different types of movie. I now easily recognize it anywhere, like here! The new logo sucks: it's bland, generic, and doesn't give me a clue as to what it is, and I can't even remember what it looks like after scrolling down...
On Nov.12.2007 at 01:07 AM
Ryan’s comment is:
I just saw a commercial featuring the talking apple. It really is an apple talking to people. It doesn't do anything but sort of jiggle a bit when it's speaking. It was thoroughly bizarre.
On Nov.13.2007 at 01:05 PM
Ed’s comment is:
WHY ARE THEY CHANGING LOGOS?
I've worked for large corporations before. What usually happens is sales are down. The high paid execs panic and in order to justify thier existence they decide on a logo change. So they decide on a new logo (the easy part) then spend millions of dollars changing out the signs (the hard part) This takes sooo much company resources as well, as they have to coordinate the change in signs and everything else for that matter.
The problem is the economy. People are eating out less and the middle of the road chains are taking the biggest hit.
Sorry guys no logo change is going to help you. Its the economy, not your image. You would have been better off keeping all that money and just freshen up your commercials and menus.
On Nov.13.2007 at 09:29 PM
A’s comment is:
I think the new colour palette works good!!The apple could be more simplified so, it doesn't look so clip arty. I agree with the mass that copper black wasnt the right choice unless the tag line was tucked under the wordmark. I think the tag line is way out there and needs to be balanced alittle more since a heavy font like that was used.
On Nov.29.2007 at 05:38 PM
John L. Hoh, Jr.’s comment is:
This is what you get when you mix an Applebee's with an IHOP. Oh, you didn't know IHOP bought Applebee's?
On Jan.10.2008 at 06:30 PM
Taylor Burton’s comment is:
One thing that I really like about the old logo is the knockout against the dark green background. It is something that has stuck with me over the years. Maybe the new logo should have been a nod to the old one by having a color field behind a knockout of the name. What do you think?
On Feb.01.2008 at 03:06 PM
XPADREX’s comment is:
In the not so distant future, after I'm handed the keys to my rocket car and a 2 lb. tin of Soylent Green, my pals and I wll reminisce about the crazy 2000's... A time where every corporate juggernaut decided that some vague and insipid tagline had to accompany their name. TO simply let you be aware of Applebee's as a restaurant isn't enough... no, we need the "special" "Together is Good." Is this supposed to be spoken in the pidgin English of a Hollywood cliche: the indigenous mystic offering our well-groomed hero and heroine some life changing advice while the rainforest gets cut down? Or is this simple idiocy run amok?
Time Warner Cable broke out "The Power of You", another poorly spoken and confusing tagline which had little to do with the reality of the company. "Time Warner Cable: Phones, Interweb, Cable TV. Get it, dolt?" would have been so much clearer.
Sorry for the rant- but when I visit an Applebee's (which is once a decade anyway), I don't want good together, I want decent food. Enough with all of the taglines, already.
Love,
"XPADREX. Unsling the Emotional."
On Apr.09.2008 at 12:33 PM
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