1,600 people in 24 cities living 4 values for 1 goal:
To use design to help our clients succeed.

We create exceptional environments that meet our clients' most complex design challenges.

We inspire people through our work by expressing timeless cultural, organizational and personal values.

We connect people and place with ideas that come from many minds and imaginations.

We care about serving our clients, enriching lives, improving communities and protecting our natural environment through design.

We are a global architecture, design, engineering and planning firm.

60+ Years of Design + Innovation

A Modern Look for an International Brand

IHOP Brand Identity

“We believe this new logo captures the essence of the IHOP experience.”

Kirk Thompson
Vice President of Marketing, IHOP

HOK’s Experience Design group did a comprehensive redesign of IHOP’s iconic brand identity and graphic style guidelines.

The redesign, key to which was an update of IHOP’s logo, reflects the restaurant’s transition to a more contemporary aesthetic and the evolving expectations of patrons.

“Our guests have told us for many years that coming to IHOP, and in many cases just thinking about our world famous pancakes, makes them smile,” said Kirk Thompson, IHOP’s senior vice president, marketing. “We believe this new logo captures the essence of the IHOP experience, which consistently delivers our guests not only craveable food, but also great memories shared with family and friends.”

The design process incorporated extensive focus group involvement to test and confirm the success of the redesign concept and execution of key elements.

The Experience Design team devolved a comprehensive brand standards manual, including icons, patterns, color palette, typeface recommendations, photography styling, ad and marketing templates, packaging, gift cards, business cards, letterhead, envelopes and in-store graphics.

The design, which was recognized by Business Insider as one of the best logo changes of 2015, updated IHOP’s core branding for the first time in 20 years.


Branded Environments
Concept Design Studies
Experience Design
Identity Planning
Interior Design


AIGA Kansas City Awards –
Branding + Identity


28 December 2015
“The 10 Best Logo Changes of 2015”
Business Insider

2 June 2015
“Why IHOP Changed its Logo for the First Time in Decades

2 June 2015
“After 20 Years of Frowns, IHOP’s Logo Gets Happy”

2 June 2015
“New Logo for IHOP”
Brand New

1 June 2015
“IHOP Has a New Logo for the Emoticon Era”