The brand new id of TGI Fridays is all in regards to the feeling on Friday
The first TGI Friday Festival opened in 1965 on the corner of New York's 63rd and 1st. It quickly became popular, not as today's casual family restaurant, but as a singles bar for young adults with a cocktail in Manhattan. one of the first of its kind and apparently the inspiration for Tom Cruise's bartender character in the movie Cocktail.
More recently, and like the rest of the food scene on the main street, the restaurant chain has striven to stand out from the flood of independent burger bars and street food outlets that dominate our cities.
Working with the company's new leadership team, SomeOne has redesigned the TGI Fridays brand over the past six months, reducing it to a slogan that reflects the essence of its New York origins: The Fridays Feeling.
"Our vision is to make people famous again on Fridays, so we had to breathe new life into the brand by making relevant use of the past," said Robert B Cook, CEO of the chain. "The Friday feeling is the inspiration for our new menu and drinks menu and a service plan that always offers the best guest experiences and a generous atmosphere."
SomeOne started reducing the brand name to Friday only as the meaning of TGI had been lost and confused over time.
"Now, shorter, sharper and more contemporary, the name is becoming part of our language and can be converted into a number of headlines – from Feel Good Fridays to Fridays, I'm in love," said agency founder Gary Holt.
The new logo is inspired by the original Friday signage from the 1960s and can also be reduced to an "F" symbol that is used when you are closer to the brand, on-site or online.
Another design feature from the restaurant's roots is the use of bold vertical red and white stripes, reminiscent of the bar's original awnings from 1965 and also inspired by the historic circus companies Ringling Bros. and Barnum & Bailey.
The focus is increasingly on digital services such as click and collect and home delivery, as well as on a photography style that gives new weight to the choice of dishes in the restaurant and, above all, has a more personal, more disrespectful tone.
"While we focused on developing a waterproof operating system, it was important that we didn't lose sight of the character on Fridays," said Cosmo Jameson, design director of SomeOne.
“That's why we made sure that all design materials have a hint of frivolity and anchored this as part of the brand's DNA. Whether playful copy, cheeky symbols or illustration. "