US restaurant chain IHOP (International House of Pancakes) has launched a new identity that inverts the red curve from its previous logo to form a new “smile” identity.
The rebrand, by Kansas City-based Studio Tilt, is the first update to the IHOP identity for 20 years.
IHOP was set up in 1958 and now operates more than 1,600 restaurants across the US, as well as branches in the Middle East and Latin America.
IHOP says the new identity “features elements consistent with the heritage of the brand” – including its blue and red colour scheme – “combined with a more modern look and the prominent smile.”
IHOP vice president of marketing Kirk Thompson says: “Our guests have told us for many years that coming to IHOP, and in many cases just thinking about our world famous pancakes, makes them smile.
We believe this new logo captures the essence of the IHOP experience, which consistently delivers our guests not only craveable food, but also great memories shared with family and friends.”
IHOP says it is launching the new identity with a “Summer of Smiles” which is “devoted to those who, through service and other programs, help people smile”.