Hooters molts its mascot

The restaurant shakes things up while shaking a few tail-feathers with a redesign of its iconic owl, 30 years after its introduction.

Ragan Insider Premium Content
Ragan Insider Content

The iconic owl logo, largely unchanged in the restaurant’s 30-year existence, has received an upgrade. Atlanta design firm Sky Design gave the bird a sleek new look. From Creative Bloq:

As part of the design process, different owl designs were presented to 300 consumers, and the one chosen was preferred roughly nine to one over the old design. Over the next few months the logo will be rolled out across the brand, appearing on waitress uniforms, menus and, eventually signage.

The move is part of a larger rebranding for the restaurant, which includes upgrades to the food choices and restaurants themselves. The original Hooters owl, or “Hootie,” as he’s called, was traced out of a dictionary.

Brand devotees will be happy to hear the logo’s double entendre remains intact, according to USA Today. “The (visual) double entendre remains in place,” Dave Henninger, Hooters chief marketing officer, told the paper.

To read the full story, log in.
Become a Ragan Insider member to read this article and all other archived content.
Sign up today

Already a member? Log in here.
Learn more about Ragan Insider.