New Wonder Bread Logo
Corporate branding and identity blog Brand New compares Wonder Bread's new and old logos. The group behind the logo, Willoughby Design, says:
Needing to recapture a #1 position in the market, Willoughby and Wonder Bread took a new look at the red, yellow and blue balloons, explored a more grown-up typeface, and dialed up the sophistication of the design system overall in order to broaden the brand’s reach to meet the growing demands of this older demographic.
I'm not sure I get the sense of sophistication—I mostly see that the rightmost balloon has transformed into a blue "arm."
Related
'Coca-Cola Classic' Changing Name Back to 'Coca-Cola'
Tropicana, Pepsi Overhaul Packaging
Popeyes Gets a Full Brand Makeover
Add a comment:
Previewing your comment:
HTML Hints
Some HTML is OK: <a href="URL">link</a>, <strong>strong</strong>, <em>em</em>
Comment Guidelines
Post whatever you want, just keep it seriously about eats, seriously. We reserve the right to delete off-topic or inflammatory comments. Learn more at our Comment Policy page.
If you see something not so nice, please, report an inappropriate comment.
20 Comments:
I'm glad they changed the logo, because if there's anything that says "grown-up" and "sophisticated," it's Wonder Bread.
Weirdsmobile at 11:39AM on 04/09/09
They should change the bread, not the logo.
lawofmurphy at 11:42AM on 04/09/09
I think the new font looks less "grown-up".
pomme at 11:46AM on 04/09/09
I don't like the blue and yellow circles. It looks like someone screwed up with the Photoshop eraser tool.
I do like that the letter W is bigger at the front of the word Wonder. And I like the deeper color red.
But am I now going to buy Wonder bread? Uh, no.
erinlovestoeat at 11:52AM on 04/09/09
@pomme: my first impression exactly.
Wonder is what you feed to kids who are too picky to eat real bread. It's going to take a lot more than a logo to appeal to a more sophisticated consumer.
DJ Dedd at 12:10PM on 04/09/09
i wish i could get a job at an ad agency & get paid lots of money to cleverly convince clients that this change actually matters.
gastronomeg at 12:17PM on 04/09/09
How many meetings and how many people did it take to create this radical sophisticated change? And do you think they ate wonderbread whilst doing it? What a waste of time and energy.
At least the failed Tropicana logo showed some innovation, and got lots of press. (Good or bad, press is press)
Cary at 12:21PM on 04/09/09
It just makes me wonder....
dbcurrie at 12:39PM on 04/09/09
It looks like their sun is setting.
sidebernie at 1:31PM on 04/09/09
I own a design agency, and I am completely baffled as to how someone was able to convince a client that not only is this incredibly subtle change a good idea, and worth all the dollars to spend on update all the packaging and ad materials, but also was able to charge the client for this service (or non-service)! I must have missed that class in design school ... "How to sell nothing for something". I also agree that even thought the change is subtle, it is actually a step back from the "before" logo. I wonder if they are owned by Pepsi too ...
MucNJ at 1:37PM on 04/09/09
How much did Willoughby Design get paid to do this?! I'd say a graphic design student could have done it for less ... and with less pomp (no need to have "explored" or "dialed up" anything).
Scrunch the balloons down relative to the lettering, remove the rainbow or whatever the yellow arch was supposed to represented, and change the typeface (to one that, as a previous poster also opined, looks LESS grown-up than the original). Big deal.
Lorenzo at 2:10PM on 04/09/09
I am with Muc product recognition is important the logo changing stuff Tropicana, Wonder bread, pepsi etc is just plain DUMB. Did anyone go to graduate school ffs? I am seriously thinking that some heads of advertising have their heads right up their asses.
Also wonder bread serious eats? COME ON NOW!! Shakes head.
I am calling double bullshit.
JerzeeTomato at 2:35PM on 04/09/09
My dream job: Convincing stupid people with too much money to give me large portions of said money for spending 20 minutes with some Adobe software.
sailordave at 3:10PM on 04/09/09
I Wonder how you can even call it bread?
--------
Seriously, I'm in the wrong business. Got to switch over to advertising.....
I "wonder" how much they paid for their "new" logo?
*L*
CJ McD at 3:21PM on 04/09/09
...FAIL.
That being said, I haven't bought/eaten Wonder bread in over a decade, and I wouldn't start again now, logo or no logo change.
blisseau at 5:33PM on 04/09/09
@blisseau - couldn't have said it better myself. GRANDE FAIL.
Unecessary Carbs = Colon Cancer = Tastes like my desk
hungrychristel at 6:03PM on 04/09/09
Did an adverstising company actually get paid for this? Good for them...bad for shareholders! I'm still not buying Wonder bread.
Lady Bear at 7:37PM on 04/09/09
If anyone else watches The Office, there was a perfect visual representing the connotation of Wonder Bread last night: Michael Scott using it to make stacks of french toast when there was nobody around to eat it. I thought that was particularly funny and fitting for both the character and the product, although I see I'm not quite able to describe why at this moment!!
mollykate678 at 9:29AM on 04/10/09
@molly - LOL IT WAS FRENCH TOAST RIGHT? hahah that was great.
hungrychristel at 3:52PM on 04/15/09
I didn't even know which one was the old one. If ou can't tell them apart, what's the point of a press release?
ribarnica at 1:16PM on 04/22/09