Tonight, before serving at youth group, me and my friends, The Holman’s, went to Leeann Chins for dinner. Had I been more aware of these marketing blogs, I would have taken some pictures! Below is an analysis of Leeann Chin’s logo.
My initial thought is, “I like the Leeann Chin logo.” I like the font. It is slightly edgy and modern. I like the all-caps text. It communicates boldness. And I do like the colors. The red is a brighter red than I’m used to seeing and the white contrasts with it nicely. The Leeann Chin logo communicates reliability, simplicity, relevance, and boldness. It’s a decent logo on its own.
Leeann Chin’s competitors, Panda Express, P.F. Chang’s, and Noodles and Company, all have similar logo characteristics. They all utilize the red and white color scheme with minor variations in Noodles’ and Panda’s cases. They all utilize all-caps text, with the exception of Noodles, which only uses all-lower case lettering. Another commonality between the logos is that they all make use of imagery. Panda, of course, has the Panda, P.F. Chang’s has the Chinese/Japanese symbol, and Noodles uses the frying pan. All of these images accentuates each brand.
How does Leeann Chin’s logo compare to their competitors? Well, upon further analysis, it doesn’t! The three aforementioned logos completely blow Leeann Chin’s logo out of the water. Leeann Chin capitalizes on all of the logo trends that I previously mentioned minus one. There is nothing about the Leeann Chin’s logo that showcases its brand! I have no idea what else Leeann Chin stands for other than that they’re a Chinese restaurant. If I’m searching for Chinese restaurant, then I suppose Leeann Chin’s is a viable option. But if I’m looking for a place to call my Chinese restaurant, then I am tempted to keep looking. There is nothing about Leeann Chin’s logo that inclines me to give them my brand loyalty.
This question is a little bit more difficult for me to answer because there is no brand personality shown through the Leeann Chin’s logo. I’m going to assume that their target market is a white male/female because they are a Twin Cities based company and we have tons of white people. I’m also going to assume that they are targeting millennials due to their simplistic yet bold logo. So, to summarize, Leeann Chin’s is targeting white, millennial men and women that live in the Twin Cities area.
Does It Work?
Eh, I’m not totally convinced. If their target market really is white, millennial men/women living in the Twin Cities, then they have to do some re-branding. From what I can see on their logo, there is no narrative. There is no brand story. There is no other reason for me to care about Leeann Chin, other than the fact that they sell Chinese food. Actually, if I was given the option between Leeann Chin’s and Panda Express tonight, then I would have went with Panda Express! I love their food, yes, but there is something that is a little bit cleaner about Panda than Leeann Chins. It’s hard to communicate but I buy into Panda Express’ brand more than I do Leeann Chin’s. Leeann Chin’s can begin by researching how their competitors went about building a brand. Only then will I think that their logo “works”.