Buffalo Wild Wings is an American casual dining restaurant and sports bar chain founded in 1982 in Columbus, Ohio, by Jim Disbrow and Scott Lowery. The chain’s visual identity has centered for decades on a winged buffalo mark, a concept that has been refreshed multiple times as the brand expanded from its original “Buffalo Wild Wings & Weck” format, abbreviated BW3, to its current name and positioning.
Design and History
The company’s earliest registered mark, filed in 1987, was the word mark “BW-3 BUFFALO WILD WINGS AND WECK THE REAL WING,” with first use in commerce dated August 1982. The “BW3” abbreviation derived from the original name Buffalo Wild Wings & Weck, referencing the kummelweck roll served with the wings. [1]
In 1997, the company registered the service mark “BUFFALO WILD WINGS GRILL & BAR,” reflecting a name change that dropped the “Weck” reference. [1]
A significant visual refresh arrived in July 2012, as the chain entered its 30th year. Working with the Columbus, Ohio, studio of global design consultancy FITCH, Buffalo Wild Wings updated its well-known buffalo logo. The new buffalo was described as more muscular and athletic, with enlarged wings, narrowed eyes and upward-turned horns. The words “Grill & Bar” were removed from the logo, replaced by the tagline “Wings. Beer. Sports.” The company said the change allowed the logo to more easily represent the brand abroad and be modified for local cultures, while appealing to a broadening audience “while maintaining a sporty masculinity.” [2] The 2014 trademark registration for this design describes it as “a stylized buffalo with a wing against a circular background with the stylized terms ‘BUFFALO WILD WINGS’ and ‘WINGS. BEER. SPORTS.’ below.” [1]
Following the brand’s acquisition by Inspire Brands, Buffalo Wild Wings debuted another new logo in October 2018, created by global creative consultancy Interbrand’s Cincinnati office. The work was described as a first step toward refocusing the sports bar experience across the chain’s system of more than 1,200 restaurants. [3] The refresh was part of the brand’s first restaurant redesign since 2012. [4]
The 2018 logo was described as a contemporary take on the traditional mark, adding flexibility with multiple versions that could be used horizontally or vertically across a range of media. [3] A trademark application filed in July 2018 describes the mark as “a stylized buffalo with a wing on its back, facing left. Adjacent to the buffalo is the wording ‘BUFFALO WILD WINGS’ in a stylized font.” [5]
Meaning and Symbolism
Interbrand’s creative work for the 2018 refresh included capturing the story of the winged buffalo, which the agency dubbed “The Buffalore,” and spotlighting the range of sauces available. [3] The 2018 logo was recognizable for its neutral brown and honey mustard color palette and an updated buffalo that was forward-leaning. [6]
The 2012 refresh was driven by research identifying the needs and preferences of guests and the company’s broadening demographics. The company stated that the changes built upon the cornerstones of what made the brand successful: wings, beer and sports. [2]
Typography and Design
In the 2012 redesign, Buffalo Wild Wings introduced a custom typeface for its name. The company described the font as “crisp and clean in a sporty font unique to the company,” with “the look and feel of a sports team or stadium signage.” The wordmark was designed to work vertically or horizontally, giving it flexibility across signage, packaging, marketing and in-restaurant branding. [2]
The 2018 Interbrand refresh added further flexibility with multiple versions of the logo usable horizontally or vertically across a range of media. [3]
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