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Atlanta Bread Co., hailing from, you guessed it, suburban Atlanta, is a casual bakery-café franchise offering fresh, quality food fast. Originally started as a small sandwich shop in 1993, the company has since franchised into approximately 100 locations in 24 states. As they have expanded, Atlanta Bread has not only enhanced the retail experience of their cafés, but updated their brand identity as well — a process they have been slowly rolling out over the past few months, here is an early look at the change.
The old Atlanta Bread logo was a very heavy mark consisting of detailed wheat stalks (indicative of both bread and baked goods) rendered on a black background, with a roughened yellow border frame that divided it into two, almost equal halves. The typeface, American Typewriter Condensed, was clunky, set in all caps, and looked dated (even when it first came out). These criticisms aside, the old Atlanta Bread logo projected a handmade quality that was appropriate for the audience and the type of establishment that it is, and all within a nicely contained, immediately recognizable mark.
There were, no doubt, certain reproduction challenges due to the level of detail of the old Atlanta Bread Co. brand, particularly in smaller sizes, or in embroidery applications on employee uniforms. Perhaps in response to these issues, the company decided to implement a much simpler identity for the brand, as evidenced by their recently adopted “Bread Man” logo.
Consisting of an abstracted, asymmetrical figure embracing a circular “bowl,” this new identity looks like it is straight out of an aboriginal cave painting, and more appropriate for an Outback Steakhouse. In fact, it reminds me of the Sydney 2000 Olympic Games logo. According to the company web site, the Bread Man “represents the heart and soul of Atlanta Bread… part global traveler, part old school baker and part next door neighbor.”
OK, the “global” part I get… as I mention above, this seems very “Aussie” to me. The “old school baker” is a bit more of a stretch, unless that circular shape is supposed to be a bread bowl. And I certainly don’t see the “next door neighbor” in the new mark, unless you are supposed to get that impression from the personable feel of the new logotype. The casual, handwritten script is certainly an improvement over the old brand’s typewriter characteristics, and the burgundy and olive green color scheme is very nice.
In my opinion, Atlanta Bread’s new brand has been heavily influenced by Panera Bread, their largest competitor. Panera’s brand (shown above, which has been in use for several years) features an abstracted person holding a loaf of bread. A similar type treatment, with almost identical typefaces, has been used. And if you compare the retail environments of both restaurants, you will see similar color schemes, patterns, and graphic elements. It seems to me that Atlanta Bread was too busy trying to emulate and become the alternative to Panera Bread, that they simply implemented an identity that has very little, if anything, to do with the organization’s roots.
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Derrick’s comment is:
It looks like heiroglyphics, or an ugly painting. The colors don't scream warm or inviting. The logo is just kind of bland.
On Jun.26.2008 at 10:11 AM
Christopher’s comment is:
Well at least they kept the "Atlanta." Panera, of course, started life as the St. Louis Bread Company -- with a logo not too different from Atlanta Bread Company. Not sure who came first.
Once Panera/StLBC decided to go national -- they changed their name. Panera's logo to me looks too 90s hip. I hate that oval.
ABC looks at least very now to me. But yes, very Aussie. Looks like an Aussie tourism logo.
On Jun.26.2008 at 10:12 AM
LimitedTimeOffer’s comment is:
This new logo seems to communicate far less than the original. To your closing remark, I agree, what does this conceptually have to do with a bread/sandwich/bakery company at all?
On Jun.26.2008 at 10:15 AM
JonSel’s comment is:
Wow. ABC's new logo could have come out of the Panera exploratory. It's the exact same concept – a figure embracing a loaf of bread. They even used the same nomenclature by ditching "Co.". Not a good way to differentiate yourselves in the marketplace.
The "atlanta" typography looks drawn, or at least modified from a typeface, while "BREAD" looks pure typeface. I don't like the combination of lowercase "atlanta" to UC "BREAD". Looks off. Maybe it's the color shift as well, but I see "BREAD" first.
On Jun.26.2008 at 10:21 AM
Anonymous’s comment is:
I kind of like the Atlanta type, but the other elements seem shoddily rushed together, and the stacking is just plain weird.
On Jun.26.2008 at 10:40 AM
dg3’s comment is:
I like it. At the very least, a big improvement over the generic original.
On Jun.26.2008 at 10:55 AM
Gregg’s comment is:
I actually think the "olive green and chili red" are very warm and inviting colors.
On Jun.26.2008 at 11:10 AM
M. Taylor’s comment is:
JonSel, my guess about the reason for the atlanta in lowercase and the BREAD in all caps is that the ascenders of bread might have created some difficulties when the two words were stacked.
There's an appropriate informality in using all lowercase, and atlanta has a nice clean baseline with no descenders to get in the way of the elements below it. So I tend to like the rendering of atlanta. The figure even works for me, but as a whole the color palette and lock-up seems to fall a bit short.
On Jun.26.2008 at 11:13 AM
Nicholas Skyles’s comment is:
St. Louis Bread Company was first to the party (It became Panera later -- in areas outside of STL). Years later, several employees broke off of the company and started their own sandwich store called "Atlanta Bread Company".
According to the brass at Panera/STL Bread, the founders of Atlanta took recipes with them, ticking everyone off.
Now, when you work at a Panera/STL Bread co, you have to sign several forms insuring that you will not take their proprietary sandwich/soup/salad knowledge and give it to anyone else.
At least that is the story I was told years ago when I worked in a Panera in southern Missouri.
On Jun.26.2008 at 01:04 PM
Pace’s comment is:
The old mark was very distinctive; the new one is a follower (as stated). What probably looked great to the client worked because it resonated in the same way as their competition, instead of standing out among them. Shuffle this logo with their competitions' and I'd be had-pressed to find this one.
As for the color choice, I can't get Applebees out of my head. It's a shame that this is the first and last time I will see their old mark.
On Jun.26.2008 at 01:08 PM
Glenn ’s comment is:
Not bad. Looks a bit sloppy – but that might be a good thing if you are throwing dough and getting flour everywhere!
On Jun.26.2008 at 01:20 PM
Unit B’s comment is:
http://www.flickr.com/photos/martharb/2569677144/
I had to check the old St. Louis logo Christopher mentioned. It's truly a game of follow the leader. I actually like the new AB logo, acknowledging the derivative nature. (But I do see the person kneading dough) Of course, I'm also really hungry... Now, I live in Atlanta, but had to check the site to find one. Panera, however, is everywhere.
Whaleroot’s comment is:
I'll never understand why companies/clients are always so stubborn about setting themselves apart from their competitors. Bugs the Hell out of me.
On Jun.26.2008 at 01:39 PM
Peter Whitley’s comment is:
I've never been to an ABC store or coffeeshop or whatever but the old logo evokes a hearty warmth...a warm, brown paper bag with a fresh loaf of bread in it. The new logo suggests panini sandwiches and "heart smart" veggie wraps. Yuck.
How does one measure charm? The American Typewriter feels cramped and maybe a little naive but that's precisely why, (for me), it works. The world has enough "slick" cafes.
On Jun.26.2008 at 03:24 PM
Joel32’s comment is:
the image of the person holding the bread bothers me...mostly because i didn't see it until i began reading the comments. at first i thought it was a roll of bread cut in half and we're seeing the cross section. i figured the green circle inside was some kind of filling and i wasn't sure what the red dot was. then i saw the red part as a curled hand with the left side bing the index finger and the righ side being a thumb curling around the green circle. now that it's pointed out, i do see the person holding the bread, but wow, is his left arm fat or what? much too similar to panera bread's person holding bread
On Jun.26.2008 at 04:17 PM
Lank Thompson’s comment is:
Looks lie the Bread man has a "bun in the oven".
On Jun.26.2008 at 05:00 PM
What?’s comment is:
I agree. I couldn't tell it was a person. The colors just look like it's a Chilli's restaurant, not a bread company.
Who did this, by the way?
On Jun.26.2008 at 05:55 PM
Jeff’s comment is:
Boo for not trying.
BREAD looks ... bad. The stress of the lettering is jumbled and it creates an awkward contrast to the otherwise good typography. The snowman is just cliche and silly.
On Jun.26.2008 at 07:23 PM
ZedZedEye’s comment is:
The font looks like something you can get on dafont.com. Who did this logo?
On Jun.26.2008 at 08:56 PM
jjwk’s comment is:
I'm not great at this, but ...
John’s comment is:
I believe one of the main reasons for the identity change was actually legal. Atlanta Bread Company started to abbreviate to ABC once it started getting known in Atlanta. ABC is also a beverage store (mainly in the south/east coast). You can see the mess this creates with ABC the television company and ABC Beverages. I think in order to keep its roots without having a long name, they rebranded to Atlanta Bread.
In regards to the new identity: it works for them. Their food is comfort food and communicates that. You don't need a stark modern feel, you need a warm cozy feeling. I love their soups and I think their logo totally incorporates their soup-in-a-bread-bowl yumminess. Does it mimic Panera a bit, of course. But does it function for them? Absolutely. I also love the color palette. I actually love how unique the logo looks on to-go cups that co-workers bring into the office. It's not a standard logo and I think thats what makes it succeed.
On Jun.27.2008 at 01:55 AM
Jacob’s comment is:
Am I the only one who sees Goatse?
On Jun.27.2008 at 11:13 AM
CJ’s comment is:
Green is a bad color choice for a bread company, made me think of mold immediately
On Jun.27.2008 at 01:15 PM
oscar’s comment is:
Jacob:
I'm so sorry. I couldn't help myself:
Jacob’s comment is:
I KNEW I wasn't the only one!
Okay, back to adulthood ...
On Jun.27.2008 at 02:51 PM
Lank Thompson’s comment is:
Sounds like John might be getting a kickback from ABC. oops, I mean AB.
On Jun.27.2008 at 03:17 PM
Joseph’s comment is:
Same color scheme as Quiznos. The the rounded mark isn't executed the same, but for some reason it just reminded me of it.
Followers.
On Jun.27.2008 at 03:38 PM
Jeff’s comment is:
Oscar, Oscar. Oh. My.
On Jun.28.2008 at 03:28 AM
Joel’s comment is:
I also thought of Panera when I first saw it. That and just about every brush-stroke Olympic games logo - Barcelona '92 maybe?
It's an improvement, but I agree w/ everyone who thinks it's too similar to Panera.
On Jun.28.2008 at 10:56 AM
Frank’s comment is:
I like the color combination.
But thats about it.
The marketing rationale is ridiculous.Idon't see a traveler, i don't see a baker and where's the neighbor ?
On Jun.30.2008 at 07:36 AM
LL’s comment is:
The Sydney 2000 mark was inspired as much by the idea of athletic grace as it was by the ancient art daubed in Aboriginal caves.
What puzzles me about this change is that many companies are moving towards the crafted, 'authentic' look — for me, that's the old logo. It has a pleasant apothecary-esque quality that brings to mind bready characteristics far more than the hummus smudging of the new.
GSK’s comment is:
It's ridiculous. They should have kept the yellow-on-black-in-a-box theme and modified from that basis with a cleaner look, a more "crafty" font, and losing the wheat stalks. Generating a "global/traveller" vibe is fine but with the name of a city in your brand it creates some cognitive dissonance, no?
On Jun.30.2008 at 05:35 PM
MADPHILL’s comment is:
Wonderful example of shameless "BLANDING".
Panera needs to call LifeLock, cause they have a case of identity theft on their hands.
BOOOOYAAkashAAAAA.
On Jul.01.2008 at 12:32 AM
James’s comment is:
I couldn't find the old St. Louis Bread Company logo but it had stocks of wheat, stacked type--Bookman Bold, I believe--I a vertical rectangle.
Atlanta Bread has ripped off St. Louis Bread/Panera twice.
On Jul.01.2008 at 10:44 AM
mongoose’s comment is:
Ennnh. Generic, over-'friendly', logo conveys nothing about bread (Panera at least has an abstracted loaf). Reminds me of Olypmics or very recent city/airport logos.
C-. Not distinctive, and not an improvement. I'd like to see the 'Tasti D-Lite' approach on the old logo- tighter to one stalk of wheat, bigger font, etc.. on the old logo.
On Jul.01.2008 at 04:21 PM
Jeff B’s comment is:
cool…a logo that matches the identity crisis of the city it comes from!
On Jul.07.2008 at 03:31 PM
Joseph Maguire’s comment is:
I thought the exact same thing. Their trying to emulate panera bread. I do think that its a great update and it feels more with the current times albeit Paneraish.
On Jul.10.2008 at 05:23 PM
Brett Compton’s comment is:
Response from Brett Compton, VP, Creative Director at Brunner Inc (advertising agency representing Atlanta Bread Company)
Your opinion about the Atlanta Bread logo is undeniably insightful. As a fellow creative, I’m sure that you can commiserate to the fact that a logo is only really a portion of the story. The Nike logo is just a checkmark without the company story; the Apple logo is just a little white apple with a bite missing if not for 20 years of brilliant work from Chiat Day and a product that supports the story they’ve been telling.
Because the new brand campaign for Atlanta Bread has just been unveiled and all of the locations have not completed renovations, the frame of reference (fast, casual restaurant serving sandwiches) lends itself to a top-level comparison between Panera and Atlanta Bread. However, the brand stories are very different. Atlanta Bread embodies the bread man – a global traveler – and integrates cultural fusion to its brand experience. Panera focuses on the artisan nature of bread-making.
Once the cultural fusion concept has been fully integrated beyond the newly re-engineered menu to the entire Atlanta Bread experience at all of the locations, it will become synonymous with the logo and it will no longer be a simple comparison between fonts and colors.
Bottom line – the brief was never based on Panera’s go-to-market strategy.
On Aug.11.2008 at 12:40 PM
Mark’s comment is:
ow....
that logo hurts.
On Aug.11.2008 at 01:53 PM
Menk’s comment is:
i like it, seems artisanal, with a free hand and rustic colors. Best part is that little pictogram -- i see it as someone carrying a loaf on a tray, a collection of loaves, and a clay bread oven. Makes me want bread.
On Dec.11.2008 at 02:02 AM
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