SONIC, Tahlequah, Okla. Design: ChangeUp, Miamisburg, Ohio | Photos: Mark Steele Photography, Columbus, Ohio
Innovation Award for Graphics
Originally founded in 1953 as a future-forward concept – SONIC wasn’t intended to be nostalgic – it just never changed.
The design team at ChangeUp was asked to reimagine a modern brand identity that winks at the brand’s equity and creates new space for it. For this Oklahoma location, the scope included drive-through and drive-in customer touchpoints.
A blue glass tower featuring a brightly lit cherry – a nod to the 9 million Cherry Limeades that SONIC sells each year – elevates the drive-thru and stands out at night. It also allows for a peek into the new kitchen layout.
The bold new logo design has a charm and quirkiness that’s all its own with a punched-up color palette, iconography, and fresh food and lifestyle photography.
Architect: Wilkus Architecture
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