New Wonder Bread Logo

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Brand New

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."

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