He’s graced boxes of the hearty breakfast food for decades. Now “Larry” — the cheery, red-cheeked Quaker at the center of the Quaker Oats logo — is getting a little work done.
He’s lost his double chin and facial fat rolls. “We took about five pounds off him,” a designer from Hornall Anderson, the firm behind the redesign, told the Wall Street Journal. His hair has been trimmed to give him a neck, and Larry’s shoulders now show to make him seem strapping. But designers didn’t want a Joan Rivers-style transformation — designers have left his crow’s feet and twinkling eyes in place.
In addition to Larry’s nips and tucks, the logo itself has been revamped to include more red and gold at the bottom. Quaker Oats owner PepsiCo introduced the changes in an effort to make the brand “fresh and innovative,” which might take a bit of doing, given that their product is a dessicated cereal grain.
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