DUBLIN, Ohio — Wendy’s iconic freckled red-head is getting a makeover in the form of a new logo introduced today as part of the brand’s ongoing image transformation.

“We want the most prominent symbol of our brand to reflect the transformation currently underway,” said Craig Bahner, chief marketing officer.

“Our refreshed logo signals the innovation and fresh thinking taking place at Wendy’s, while reinforcing that we are staying true to our values as a distinct and beloved brand.”

Aside from the new logo, the chain began a contemporary restaurant redesign in 2011 and expects to have 75 of its restaurants re-imaged by year’s end. The company also introduced a new advertising campaign in the spring featuring Wendy Thomas, the brand’s namesake, and it continues to create new menu innovations, such as the new Bacon Portobello Melt.

Meanwhile, the new logo, designed by the San Francisco-based design firm Tesser, will be put in play in March.

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