Raising the Stakes


Raising Cane's Original

Once a company has gone through the very involved process of creating a new logo or rebranding an existing identity, there can be quite a sense of relief. The hours of planning, sketching, meeting, back-and-forthing, and arguing about colors and shapes has finally come to an end. People can start using the logo and move on with their business.

Everything is finally settled. No need to keep changing things. Or is there?

When Hulu began streaming Seinfeld, their standard green logo morphed into a logo which matched the Seinfeld logo style, colors, and lettering. It was a nice homage to a successful business move. It was a small touch, but one that people noticed.

Raising Cane's Register I recently ate lunch at Raising Cane’s, a chicken finger chain restaurant with locations across the country. In Fort Worth, there are several branches and they decorate their stores with sports gear and logos from Texas Christian University. When I ate there last, I noticed they had changed their logo to reflect TCU’s identity, in particular, their football team. This was not the simply slapping the logo on a banner or changing a color. The logo has been completely reworked with color palettes, textures, shading, and additional graphic elements. The logo was on the registers, the walls, and even the paper towel dispensers.

Many businesses take the time to add items or pictures to their stores which reflect local influences, but this was a step beyond and it was definitely eye-catching. The extra work they put into modifying their logo was another way they connect with their customers.

A Good Idea: Take the extra time to adapt your logo and identity for various purposes, places, and times. It will show that you are an active organization that pays attention to its clients.

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