IHOP’s logo rehaul – a frown turned upside down

After scouring the logo website I settled on the revamp that IHOP performed for their new logo launch.

Taking into consideration that concepts from our reading, this new logo is fairly geometric. While its not composed of rigid, mathematical angles, it definitely has more geometric shapes’ organization to it. The reading talks about how circles are often the exception to geometric figures, and the lettering here has circular qualities to them that makes me align it more with a geometric figure as opposed to an organic figure.

The reading states that all pieces are comprised of both Abstract and Representative qualities and I think that especially is true for this new logo. The word itself “IHOP” is abstract in nature in that the words aren’t symbolically representing something else. However, the half circle underneath paired with the circular figures that the “o” and “p” create are very representative of a smiling face.

This new brand logo is not a heavily mediated image. It is very clear what the word is saying and it is even clearer that the typographic elements paired with the half circle are to represent a smiley face. Had IHOP blurred the letters together, this logo would have been more mediated.