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Hidden message in the new Wendy's logo

admin Sat, 07/13/2013 - 12:55

According to a survey made by entertainment channel, Food Network UK, more than half of men prefer their Mom's cooking to their own wife's.

When growing up our brains learn to love what's on the menu at home. Most of us also associate home cooked meals with a safe and loving environment. Most people have a sentimental attachment to at least a few of the dishes their Mother's used to make. I have fond memories of a rice pudding with sour cherry souce my Mom used to make.

It should not be a surprise to see the fast food restaurant, Wendy's associating their refreshed brand with Mom's cooking. Look at the clever way the word Mom is hidden in Wendy's collar. The trick is most apparent in the single color variation of the logo used on packaging. Watch the commercial below, see if the word "Mom" jumps at you at the end.

This is something you may not notice consciously for years, but unconsciously it will leave an imprint on your brain and you will associate it with the brand. It's a bit like the arrow in the Fedex logo or the bear in Toblerone.

See more fantastic logos with hidden meanings.

High-res vector logo sourced from Brands of the World.

Update 1: According to Huff Post the hidden message was unintentional. "We are aware of this and find it interesting that it appears our Wendy cameo has 'mom' on her ruffled collar. We can assure you it was unintentional," Wendy's senior vice president of communications, Denny Lynch.

Update 2: Several readers pointed out that her freckles loosely reference the Big Dipper. Wikipedia identifies many cultural references associated with this star constellation including the Bible and Tolkien's Middle-Earth. It's a prominent symbol in Manga series Fist of the North Star. But it would be a stretch to go there, would it not?

25 Comments

stocksbee's picture

Hard to believe that it is done consciously. In case of FedEx, it looks correct.

stfu's picture

no, pretty hard to believe.

Your Mom's picture

Very hard to believe, look at the full color logo......you can not get MOM out of that.

SiestaBear's picture

When my friend and I first saw the log, I pointed out the word "Mom" in a few seconds and he was impressed because he never would have seen it.

So, what is hard to believe is al subjective.

hugh5's picture

Have there been any comments from the firm that designed the new logo? That would tell all, would it not? I did a little searching, but haven't been successful at finding out who designed the logo--does anyone know who that would be?

Anyway, I've been designing logos for years and I always get a kick out of the things people see that I didn't when I design one. I've been accused of similar "subliminal" things and I have to go back and look to see what they see.

That said, is this an intentional message? Only the design firm that designed it can say. I've read quite a bit of hype on the internet about it, but nothing official from the actual firm involved.

JamesXavier's picture

There are a lot of creative logos out there and this made me curious on the hidden messages of other business logos. Maybe there is a hidden message on our PMP training company too... Can anybody help me find it?

@ad_ripper's picture

Look at the clever way they made their "mom" icon appear to be 16. Appeals to all the kids with single teen mothers.

That old design collar certainly couldn't have been related to their previous "old fashion" branding... that would be ludicrous.

Bibishi's picture

Well nice idea and pre.suggestions. as it is like a chain on her neck but yes after some details in red it can be mom too :D anyway love the Play of Letter in Design

toxicredm's picture

Another subliminal message may be the way her mouth sort of looks like a wish bone.

bltllc's picture

Poor Wendy. She used to have "hot and juicy" hamburgers. Now her burgers are "old fashioned". Happens to all of us, doesn't it?

thecreativebone's picture

A breath of fresh air for a dated brand. I'm a fan of the subtle message!

kie9s0ls540's picture

Did anyone notice the two constellations on her cheeks? cassiopeia, and big dipper.

OxygenLynne's picture

I view this type of branding as insidious and demeaning because it further subjects us to manipulation. It has gotten to the point that while it is impossible to stop corporations from using mind-control techniques on the public, it is certainly possible for us to take back our personal control by becoming aware of them.

And once we are aware of them, it is incumbent upon us to expose them. But that takes time. And unfortunately we have all gotten too lazy for that.

Easier to just say, "Oh, what's the harm"? and move along.

Well, the harm is that in reality as technology improves and more and more invasive methods of imprinting their brands become possible, corporations will scramble to use them. But by the time that we begin to feel violated, it will certainly be too late.

This type of branding must be exposed... simply because that's all the power we have left. And any power that is not used will certainly be lost as well.

defunkt's picture

If the word "mom" in a logo strikes you as incidious and demeaning I venture to guess that you might be a little too far on the sensitive side to be on the internet. If, when deciding to eat fast food, you choose Wendy's due to the branding then good for them. They created a product, branded it well and you get a yummy frosty. If, however, you sit down to a meal cooked by your mom and, after seeing a Wendy's comercial, decided to get up from the table and head out for a baconator, you might have more issues than the advertising all around you.

I bet that they put the little subliminal mom message in there to get 15 minutes on the news for free. And here I am wasting 5 minutes posting about it, good for them. A++++

James Waller's picture

I'm sorry Ma'm but this is not "Solient Green"! There is nothing "insidious" or "demeaning" in this! You sound a little bit paranoid if you ask me. It's plain, simple,advertising. Accept it and appreciate the imagination that created it! That's one of the things thats sets genious apart from mediocre and that's what sets us (Americans)apart from many others in the World!

dixstokes's picture

What about the way her hair in front looks like a knife? Makes me want to go stab someone.

Jeremyryle's picture

Actually most moms would notice the jewelry she is wearing and subconcioulsy notice it says mom soo. yea, easy tp believe

SCharpentier0's picture

This wendys soda cup is so Fail photoshop'd. No depth simulation of the cvurves what so ever on both the text and the image... GG

James Waller's picture

I think it's great! A very clever design whether it was intentional or not. The use of the "old-fashioned, ruffled collar with the cameo button front" is as classic as the burgers themselves!And, like the burgers (and Frostys), it can't get much better than this. Subliminal... Maybe! But that's nothing new in the advertising game. It's in your face, front and center! If you don't see it, then you'll likely not see the "butterfly" in the psychiatrist's ink blots either, What does this mean to me... your unimaginative, boring and probably a little bit ignorant (or at least unobservant)! "Wake up and smell the bacon!"

Vbeckmann's picture

Insidious? Gawd, we're getting picky. It's Wendy's game. Let them play it! I ate burgers growing up. Still love em. But once you get older and on the verge of having high blood pressure, you have to take care of your health. The sodium, salt and fat content in fast food is what's really hurting us. Not some subliminal message saying Mom in the collar and demon messages in the freckles! Don't look at the clouds today... they are XRated! ;-)