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IHOP’s New Logo



Like many major food chains in the recent year, IHOP (also known as the International House of Pancakes) revamped its brand starting with the redesign of its 21 year-old logo.

The reason for the change: it looked like a frowny face.

That’s pretty much the main catalyst for turning that frown upside-down in this new look. Now the ‘o’ and ‘p’ in IHOP creates a face complete with eyes, Gonzo’s nose, and a red smile. Is the new look a success?

In my opinion, no. But first, let’s discuss the positive points of the new design.

IHOP’s new happy virus is a clean minimal design that gives the logo a fresh, youthful uplift to the brand that is known as a family-friendly restaurant. It carries over the famous and recognizable logotype of the previous logo. The iconic American color theme of red, white, and blue is also carried over with a slight tweak to the blue to be more vibrant.

Now onto the negatives.

The smiley face looks like a creepy clown.

It’s not “It” levels of creepy but it seems like an unsettling swap out for the grumpy cat (aka the previous logo). Also, why does it look like a toy brand? If I didn’t already know that IHOP was a restaurant I would have thought this was a new jump rope brand for kids aged 7 to 12 or something.

To me, I don’t think the frown should have been the main focus of the redesign. I understand what the designer was going for. It seems the main purpose of the company was to make a look that would hopefully appeal to the social media generation which is understandable. IHOP in recent years seemed to be too old school and probably deterred some of the newer generation away. But this logo just doesn’t really do it for me.

It’s not a bad logo; the design is good aesthetically and works for its purpose. However, I wish the design would have gone in another direction.

What do you think? Am I just being weird?

Check out this site here for more insight about the new logo.