Wendy’s, the famous American food chain founded by Dave Thomas in 1969, has unveiled a simplified new logo on October 12, 2012. It is by far the first tweak to their popular “pigtails” logo since 1983. The change is aimed to indicate the Ohio-based company’s on-going shift into a higher-end hamburger chain.

The old-fashioned box and the typeface have been taken out as the new logo features the company’s name in a playful red font placed on a plain white background. Wendy’s officials state that the updated logo will start featuring on newly built and renovated restaurants in March 2013.