There are still days when summer is just too hot, and there is only one thing that can improve the situation. That thing is a trip to Dairy Queen. I still remember when we would all pile into the car with my siblings. The anticipation built up as we waited to get our sweet, icy treat. As soon as we caught a glimpse of the sign, a large red and white ellipse that was slightly askew, we knew it was close. It was more than just their ice cream. It was the logo, the symbol of a bright and happy place, where everyone knew that something delicious awaited them.
And here’s the funny thing. The logo that has been the symbol of happiness for us for so long isn’t just some shape or color chosen randomly. There are many things one wouldn’t know if they were only concerned with the taste of the Dilly Bar or the Blizzard. To tell you the truth, it wasn’t a big issue for me. I didn’t really think about it as a child. The logo was simply there, as evident and unnoticed as the soft-serve ice cream it promotes. But as I moved into high school, I began to question the meaning behind the symbols I encountered every day. What’s so special about the Dairy Queen logo? Is it new, or has it been around for a long time? And what’s the message within it, if there is one?
Dairy Queen’s logo has evolved over the years since the company was founded in 1940. The company eventually replaced its original logo. It was quite different from the current logo of the company when it first opened its store in Joliet, Illinois and quite straightforward—a simple wordmark that read “Dairy Queen,” with a classic font that didn’t try to be anything more than what it was. It served as a nickname for a place that could give you some of the best soft serve ice cream out there.
Over time, designers have modified the logo to enhance the brand’s image. That’s why updates are necessary. In the 1950s, they refined the logo and placed the text inside an ellipse tilted slightly to the right. This was a significant change. It started the development of having Dairy Queen as a brand with its own unique appearance. The ellipse was not just skewed to give it a unique look. It made the logo look like it was in motion. This is synonymous with the fast and friendly services of any Dairy Queen outlet.
