Serious Eats

New Wonder Bread Logo

Posted by Robyn Lee, April 9, 2009

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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