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Or perhaps Don McAllister puts it better with his succinct: "It looks as beautiful as their food is healthy." When you purchase through links on our site, we may earn an affiliate commission. There was a problem. “These are some of the levers that have been fueling growth,” she said. Please deactivate your ad blocker in order to see our subscription offer, The most well-known Sonic logo, used on most signage, This one-colour version officially replaced the above logo, but isn't seen in many places. Thank you for signing up to Creative Bloq. This coverage spanned the gamut of topics that make up the foodservice space, from marketing and customer service, to the supply chain and display technology. As part of this work, Sonic will continue to rely heavily on prolific menu innovation pipeline that spans five dayparts. Creative Bloq is supported by its audience. US fast food chain Sonic has had a rebrand, and its new look isn't going down as smoothly as you might hope. This file is licensed under the Creative Commons Attribution-Share Alike 4.0 International license. Future Publishing Limited Quay House, The Ambury, Add new page. You will get the following file in SVG format ONLY. EY & Citi On The Importance Of Resilience And Innovation, Impact 50: Investors Seeking Profit — And Pushing For Change, Michigan Economic Development Corporation BrandVoice. By Ruth Hamilton 04 February 2020. That is a major differentiator for us. Such AI-driven, personalized systems have yielded early success at other chains, including McDonald’s. Also as part of this shift, the brand is making a tagline shift from “This is how you Sonic” to “This is how we Sonic.”. (For more iconic brand design, see our guide to the best logos ever.). The logo you're probably familiar with, and the one that appears on most restaurant signage, is pictured below. Sonic logo vectors. **NO REFUNDS on digital Files** ****SILHOUETTE USERS, YOU MUST HAVE Sonic's order-head process allows customers the ability to “be first in line every time.” In an increasingly hastened world, that is a big deal. You may opt-out by. Opinions expressed by Forbes Contributors are their own. After an 18-year run, Sonic Drive-In is bidding farewell to its signature “Two Guys” spokesmen and introducing a new marketing campaign that focuses on real customers and their experiences. This work aligns with years of intensive consumer research. “We’ve made those investments and continue to look at our ecosystem to fuel growth for franchisees. “That’s why we cast real customers, so we can achieve that authenticity and relatability. Now, we’re going to celebrate how our customers are experiencing the brand, from their view.”. Let's take a very quick tour of Sonic's various logos before we explore the response to the new look. You will receive a verification email shortly. “But there is so much more to Sonic than what consumers know, than what we’ve told them. Sonic. Receive mail from us on behalf of our trusted partners or sponsors? By using this site, you consent to our use of cookies as described in our Cookie Policy . Explore Wikis; ... Don't have an account? Wikis. I later added fast casual and pizza beats to my portfolio as editorial director of. You can download in .AI, .EPS, .CDR, .SVG, .PNG formats. Browse wiki. On January 31, 2020, Sonic revealed a new logo and a new brand identity with a modified wordmark and symbol. It maintains the iconic arrowhead logo. Though Abou Habib wouldn’t disclose specific numbers, she said the mobile adoption rate has been “fantastic for the brand.”. Sonic drive in logo collection of 25 free cliparts and images with a transparent background. The main thing we want to do is drive more brand relevance for guests so they associate more closely with the brand,” Abou Habib said. Rather, four families across the country have taken over the spotlight, going about their daily routines without a script and enjoying Sonic’s food as part of those routines. Sonic is also leaning into personalization with its digital integration, from the app to the digital menu board. Shares. Gone is any hint of the retro-cool overlapping background shapes, replaced by a kind of wonky loop. Learn more. That makes the 2019 results all the more significant, especially because those results came from a balance of both check and traffic, the latter of which has been elusive for restaurant chains across all segments. Adobe Cyber Monday: Huge Creative Cloud price cut extended! I’m excited to reach more people with our story.”. This work also correlates with the intensive consumer research conducted for the campaign. Abou Habib attributes part of those results to coming under Inspire Brand’s umbrella, sharing that space with Arby’s, Buffalo Wild Wings, Rusty Taco and, most recently, Jimmy John’s. US fast food chain Sonic has had a rebrand, and its new look isn't going down as smoothly as you might hope. In 2018, however, Sonic's sales and unit counts increased nearly 1% and 0.4%, respectively. I adore Two Guys. For its new look, the company decided to take the simplification a step further still, stripping the logo of charm and taking it into much more corporate territory. Free Return Exchange or … Bath At the heart of all of this is personalization. “There are so many nuances to the Sonic brand and we’ve only been showcasing a small section of that–our view. “We are using this campaign to build on those high points. Secure Payments 100% Secure payment with 256-bit SSL Encryption Learn more. © 2020 Forbes Media LLC. Download and use it for your personal or non-commercial projects. If you have any questions please message me. I continue to serve as a contributor for many publications, including QSRweb, Food Dive, Innovation Leader and the Digital Signage Federation. This keeps the vibe of the very recognisable original logo, but simplifies the styling and loses elements such as the drop-shadow. “We have been trying to understand our consumers better and we have found that they use Sonic as a destination for both big and small experiences. The background shape has been likened to everything from a dog bone to the Budweiser bowtie, and that typography isn't gaining the company any new fans. England and Wales company registration number 2008885. That test began last year in partnership with Mastercard and kiosk maker Zivelo. In 2019, the company turned in record average unit volumes of $1.3 million. US fast food chain makes a massive misstep with 2020 rebrand. Sonic plans to accelerate these digital initiatives, including in the “next couple of months” expanding on an artificial intelligence test that began last year. Visit our corporate site. Receive news and offers from our other brands? Still, competition has no doubt intensified in the quick-service space and Sonic hasn’t been immune to that. Now is the right time to change gears, she added, because Sonic is riding a year of significant momentum. Officially named Sonic Corp., this drive-through chain is based in Oklahoma City and has restaurants across 46 states. The brand identity is something that we think will make a lasting impact and the new campaign reflects those opportunities,” Abou Habib said. I cover quick-service, fast casual and pizza restaurants. Some see a connection to atomic orbits, others think it has a more '50s car tailfin vibe. With this new brand identity and campaign, she believes Sonic is perhaps even better positioned to differentiate itself in a sea of sameness. 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