Problem

Since 1958, IHOP has been a place where people connect over breakfast, take study breaks, and enjoy meals after sporting events. However, the brand, especially its logo, doesn’t fully capture the warm, joyful spirit or the sweet, inviting feeling of a smile that defines the IHOP experience.

Solution

Our team redesigned the Smile logo and developed an entire branding system, introducing dynamic elements that allow the audience to fully experience the joyful ambiance of the IHOP identity.

Brand Mantra

Wholesomeness served at home

Archetype

Everymen, Innocent

Positioning Statement

For anyone who enjoys having breakfast all day but doesn't have time for gatherings, IHOP is your second home, where convenient breakfasts are served so people can come together and enjoy the moment. With IHOP, you can connect, reconnect, and unite with others to create lasting memories. At IHOP, you can spend quality time with family and friends over a wholesome meal.

Logo

Color

Typography

Dynamic System

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Takeaways

-The redesigned Smile logo became simpler and more energetic, making it easy for the audience to recognize IHOP’s joyful identity at a glance.

-The dynamic design enhances IHOP's fun and exciting ambiance, making breakfast feel even more special for the audience.