From Pizza Hut to Burger King, Fast-Food Brands Are Going Retro | Eater

"A recent site refresh swapped a busy, millennium-era identity — italicized wordmark, a yellow bun and a Sonic-the-Hedgehog–blue swoosh that suggested forward motion — for a deliberately retro presentation: beiges and browns, fat serif fonts and a burnt-orange bun. The company framed the switch as a minimalist evolution and leaned on a logo nearly identical to versions used from 1969–1999; the redesign was positioned as comforting and familiar to Gen X and millennial customers. The shift also reflects a broader branding strategy of avoiding the backlash that often greets new marks, and it was created by designers who originally introduced the italic, dimensional burger and blue swoosh during the late-1990s/millennium refresh that tested very well. At the same time, the reversion to nostalgic visuals has been criticized as a PR play that can gloss over real labor and animal-welfare controversies — for example, continued low wages, delayed commitments on supply-chain issues, and sustainability initiatives that critics see as more promotional than substantive." - Jaya Saxena