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Arby’s Re-Branding Misses the Mark

Arby’s, a chain best known for focusing on roast beef instead of chicken or chuck and offering some decent curly fries, has decided to go big and mean after being bought out by Roark Capital Group in 2011.

The sandwich-maker just unveiled a new logo created by Crispin, Porter + Bogusky, Adrienne Weiss Corporation and Alcone Marketing. We have to agree with the folks at Brand New: the new look is both shinier and more generic than before, and its font makes Arby’s look like a software company. We liked the Western-style serif on the old logo, but maybe that’s just us.

The company also directed CPB to remake its advertising presence. The resulting spot was aggressive, knocking competitor Subway for slicing its meat out in middle-of-nowhere Iowa instead of right behind the counter as Arby’s apparently does (Iowans didn’t much care for this ad, by the way, and Arby’s had to pull it off the air). Will this line work? We’re skeptical.

The most surprising element of this advertising fail is the fact that the spots were directed by former Seinfeld scribe Larry Charles. Come on, guys: We’ve got the best possible Arby’s commercial for you right here.

It would be worth the royalties. Trust us.

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