TIME FOR A LOGO MAKEOVER?
From Cosmetic Surgery, to Toning and Tightening, Arketype Alters Biz Logos for the Better
Tightened & Toned
Dwight Eisenhower was in the White House and Chubby Checker was on the radio. The year was 1960, and the first Tom’s Drive-In opened in Appleton, Wisconsin. Now, with seven locations in five northeastern Wisconsin communities, the restaurant’s 45-year-old logo was in need of an update.
The Arketype design team recognized the need to maintain the regional chain’s nostalgic ‘50s character, along with its longstanding family history. “We felt it was important to preserve the company’s brand equity and its personality,” Rivett explains. “The logo had a good foundation and a strong history, so we essentially refined and polished its appearance.”
“After deleting its wrinkles and tightening the features, the logo now has a cleaner, stronger, and yet still familiar presence,” Rivett states.
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