T.G.I. Friday's - Strengthening a Brand with a Brand New Look

T.G.I. Friday's ongoing re-imaging program is a significant accomplishment for parent company Carlson Restaurants Worldwide. CRW artists, architects and associates have created a new image with impact.

Managing a program of this magnitude is a feat in and of itself, and Allen Industries is playing a significant role in making the new image a reality.

The re-image package is extensive; it includes travertine towers ornamented with eye-catching architectural elements, brushed-metal finishes, the traditional striped awnings and cabinet signs, and all are highlighted by specialty lighting and effects. The final result makes quite a statement. Yet, despite considerable architectural change, T.G.I. Friday's has managed to maintain its original identity and brand equity.

The new design is highly successful at conveying brand identity, yet it's interesting to note how small an area the actual main identity text occupies on the building. The "T.G.I. Friday's" letters are surrounded by well-designed architectural elements and high-end substrates, which deliver a more robust visual experience relative to the signature. Yet, the building's design is so effective, the brand identity is undiminished.

In addition to its fresh, new look, CRW has incorporated numerous energy-saving, low-maintenance products and materials. These include exterior LED lighting, HID (high intensity discharge) lighting with extended-life bulbs, and high-density polyurethane paint finishes, just to name a few.

The net result: a distinctive, easy-to-maintain look that creates new interest in an established brand.