Nothing about that logo indicates a 5 star restaurant. It's not a bad logo, but c'mon Wendy's - embrace who you are.
I will never understand why a company spends millions of dollars and hours over decades to build a brand image, and then decides to throw it out the window as part of some "transformation." I suppose I should be glad that "W" is taken already, or they'd probably have adopted that as their new brand.
Hate that logo, hate the font in particular.
Brand-wise, who knows who's giving them this advice? If they're trying to ditch the "old-fashioned" theme, the new logo is still pretty old-fashioned. I guess it looks like nostalgia for the early 1980s instead of the early 1960s, but it's still not exactly current. Half-measures, Mike from Breaking Bad would say. On the new tag line, I don't know what "five-star" and "three-star" are supposed to mean. As a rule, I always thought that stars referred to Michelin stars, but (a) I think Michelin only goes up to three; and (b) a three-star Michelin price is, what, $150-$300 per person? But if it's not Michelin stars, is there a standard? Yelp stars aren't stratified by price. That phrase is meaningless.
That's just dumb. That sign is as recognizable as the arches, and is one I associate with much better food than the arches. This new font looks like it was done in Paint.
I am troubled by the combination of "flat-screen TVs" and "inviting atmosphere where consumers feel they can relax". If I'm sitting at a restaurant, even a fast-food place, I'd like to socialize with the people I came with, and when I'm not feeling social, I brought my own screen, thanks.
The new logo does nothing for me; I'm much more excited that the chain is tantalizingly close to opening a new location near my suburban office. Importantly, it is catty corner from the Chick-Fil-A, so I will again be able to satisfy my good fast-food chicken sandwich jones.
Worst Wendy's idea since the Superbar. http://www.youtube.com/watch?v=H4iQq4oTcmI
I actually remember liking the Superbar.