Relaunching a Classic

Caught up in nostalgia, Sonic needed to freshen its identity without abandoning the charm as an American original.


Born as innovative and different in 1953, Sonic launched with pioneering technology that applied an intercom to the drive-in concept and the tagline “service with the speed of sound.” Feeling stuck in time, it sought to dust off its retro perception with a new brand identity for the future.

The Change

A fresh modern identity that winks at the brand’s equity and creates space for Sonic to become a little oasis in your daily routine. The refreshed positioning makes everything a fun treat (just like its menu), such as punching up the red (hot items!) and the blue (cold items!) to create a delightful visual system of patterns, stripes and icons that celebrate what really makes Sonic special. The Cherry icon gives a nod to the signature drinks and shakes which are always served with a cherry on top (fun fact: Sonic is the world’s largest maraschino cherry buyer). Consumers now find the fun and moment of chill in their every day that honors Sonic’s charm.


The new system is rolling out and instantly sparking curiosity & smiles. The new branding, colors, icons, and gorgeous photography deliver the oasis vibes to standout against the industry usuals.

Services Provided

  • Brand Strategy
  • Brand & Visual Identity
  • Graphic Communications
  • Brand Playbook
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