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IHOP Brand Identity


HOK’s Experience Design group completed a comprehensive redesign of IHOP’s brand identity, logo and graphic style guidelines. The team reimagined IHOP’s well-established brand identity with a fresh, contemporary design reflecting the restaurant’s evolution.

The new logo captures the essence of the IHOP experience: craveable food and great memories shared with family and friends. The design, which was recognized by Business Insider as one of the year’s best logo changes, updated IHOP’s core branding for the first time in two decades.

HOK’s design process included research and focus-group testing with IHOP customers.

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

AIGA Kansas City Design Award
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