Established in 1983 when it opened its first location in Clearwater, FL, Hooters is the original and still one of the leading “breastaurants” with 412 restaurants in 44 states of the U.S. and 27 countries around the world. For the uninitiated, Hooters is a “casual beach-themed” restaurant with “sports on large flat screens, and a menu that includes seafood, sandwiches, burgers, salads, and of course, Hooters original chicken wings.” More recognizable than the food or establishment are the short-shorted, tight-tank-toped Hooter Girls, who “provide the energy, charisma and engaging conversation that keep guests coming back” and “Much more than just a pretty face, Hooters girls have game”. They have game and a new logo to wear across their shirt as Hooters has introduced a new logo designed by Atlanta, GA-based Sky Design to coincide with its 30th anniversary.
“Revealing this new logo celebrates our 30-year legacy and continued growth as one of the most successful dining destinations in the world,” said Dave Henninger, chief marketing officer, Hooters of America. “We have already tested the contemporary design of the new Hootie with our customers and it was preferred 9 to 1 over our original logo, which will become part of our brand heritage.”
The old logo — traced from an illustration found on a dictionary, according to this USA Today story — has always helped give Hooters that cheap, cheesy, smarmy vibe that one would associate with a highly successful chain of restaurants whose main attraction is women’s cleavage. In terms of juvenile humor of using an owl (or hooter) and its big eyes as the “O”s in the name that also look like a pair of breasts is relatively ingenious. That, plus the giggle from anyone who sees the logo for the first time, is what has made this logo so iconic. The new logo keeps the boob equity of the original with a less, creepy taxidermic look by going with a more cartoonish approach. It’s no more better than it’s worse. It still exudes the same cheap, cheesy, smarmy vibe but with more bezier points than before. The typography appears to be slightly improved, but that’s not saying much. Overall, it’s a redesign that makes sense but one that doesn’t lift the brand beyond what it already is.
Thanks to Eric Doctor for the tip.