Checkers & Rally's
The two red italic scripts, Checkers and Rally's, set side by side, gave way to one lockup: a speeding burger icon with a checkered-flag trail beside heavy black italic lettering. The rebrand added a symbol where the old combined logo had only names.
Checkers & Rally's logo before and after
BeforeUntil Apr 2025
Logo: Checkers & Rally's. Source: checkersandrallys.com (archived)
AfterSince 24 Apr 2025
Logo: Checkers & Rally's. Source: checkersandrallys.com (archived)
Key facts
Checkers & Rally's launched a new logo on 24 Apr 2025, designed by Partners + Napier.
- Brand
- Checkers & Rally's
- Launched
- What changed
- The two red italic scripts, Checkers and Rally's, set side by side, gave way to one lockup: a speeding burger icon with a checkered-flag trail beside heavy black italic lettering. The rebrand added a symbol where the old combined logo had only names.
Cite this Rebrand Log, "Checkers & Rally's new logo (2025)", https://rebrandlog.com/rebrand/checkers-rallys-2025/, last updated .
The Checkers & Rally's rebrand, explained
Checkers and Rally's merged in 1999 but kept two names for different regions, with the same menu. The combined logo simply set the two red italic scripts next to each other.
On 24 April 2025 the company launched "This Eats Different," which it called "an all-new fearlessly original full-on vibe shift, new visual identity, swagger-filled tone, and high-energy creative," created with the agency Partners + Napier. QSR Magazine reported "a modernized logo and dynamic visuals."
Stronghold Studio, which says Partners + Napier hired it for the logo work, explains that "the logo had to work in three formats—Checkers, Rally's and Checkers & Rally's," and that "after working through many iterations, we landed on a speeding burger icon paired with customized typography in a wide variety of lockups."
Chief marketing officer Scott Johnson said: "Along with our new look, we're showing up in a way that feels fresh, fun, and 100% us." The launch led with a $4 meal deal and ran across TV, streaming, TikTok and social, directed by Cary & Jon of Honor Society, who made the brand's 2007 Rap Cat commercial.
In short: Two red scripts became one speeding burger.
Quotes
“Along with our new look, we're showing up in a way that feels fresh, fun, and 100% us.”
“It's more than a new look and a catchy line. It's a clear message: fast food should feel like a win again.”
Press
Sources
- 1. prnewswire.comhttps://www.prnewswire.com/news-releases/this-eats-different-checkers--rallys-launches-bold-new-brand-platform-with-4-unbeatable-meal-deal-302437702.html
- 2. qsrmagazine.comhttps://www.qsrmagazine.com/news/checkers-rallys-launches-new-creative-platform/
- 3. strongholdstudio.cohttps://strongholdstudio.co/project/checkers-rallys
- 4. partnersandnapier.comhttps://www.partnersandnapier.com/work/checkersrallys