Shorter pigtails? What's next???

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I have noticed more and more lately that fast food restaurants are mirroring the Starbucks movement and becoming more like “cafés.”  This has a supposedly more welcoming and inviting feel.  Well, Wendy’s is the next one on the train, however while doing this they are going through a complete rebranding. It looks like about the only thing that will stay the same is the color red.
They are moving to a new tagline – they will no longer be “old fashioned hamburgers” and are moving to “quality is our recipe.”  Their mark is changing drastically, from the font all the way to the Wendy’s signature pigtails.
So, I’m with them on retaining the cafe concept and I get the rebranding effort.  My question is, when is rebranding too much?  Remember Gap’s rebranding?  OMG.
I love the new tagline. But the font choice and the shortening of the pigtails – those are two iconic Wendy’s components. Why change those?
What do you think about their new logo and tagline?

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If there’s anyone who can honestly say, “Been there, done that,” it’s Rob. After traveling the world for seven years in his 20’s, Rob went to LA and started working in film production. Then it was off to New York, where he learned how to program, which eventually brought him back home to Louisville to build websites. At Current360, Rob heads up our in-house production studio, creating all things digital for our clients — videos, commercials, radio spots, and a lot more. 

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