Carl’s Jr. and Hardee’s legacy dates back to 1941 and 1960 when two fast food chains that strived to deliver premium quality burgers experienced an acquisition. In 1997, Carl’s Jr. acquired Hardee’s with an aim to revolutionize the fate of burgers and certainly, they succeeded to do so.
This year has been revolutionary for both the brands as they are transitioning into a new brand globally. They are doing so with a tweaked advertisement campaign that primarily focuses on their strength i.e. their hearty burgers.
72andSunny is the ad firm behind their new logo design. Carl’ Jr. and Hardee’s parent company, CKE Restaurants Holdings, Inc. has officially announced the company’s new brand ethos and the path they would rightly be choosing from now onwards to advertise.
The company has rightfully declared its status as the “Pioneers of the Great American Burger” which will serve as the new tagline for the company’s advertisement.
The company has undergone a revamp which has also affected its branding. Carl’s Jr. and Hardee’s logo design will now be modernized to suit the new brand identity. The logos which initially had a retro feel will now be replaced by modern, bold and streamlined typeface that will give a smooth feel to improve the sensibility of the original typography. Since CKE has a “Happy Star” legacy, the company will preserve it with a simple yellow star.
Image Credits: UNDERCONSIDERATION.COM
Thus, Carl’s Jr. and Hardee’s have undergone a major transformation where you will no longer see the smiling face of the star. The company has eliminated red out of their logo, and the stroke has now been dropped. The change in the logo design does not come as a surprise since many brands are now losing the visual baggage to come up with a clear, bold, and crisp logo design that reflects the company’s goal and agenda. Moreover, another benefit of a new simpler design is that it is now more adaptable to suit their advertisement campaigns.
Carl’s Jr. and Hardee’s have bid farewell to the sexually provocative advertisement to focus on what they do best.