# Huddle House new logo (2025)

> Huddle House launched a new logo on 8 May 2025. Huddle House dropped its red circle with a hand-lettered name and a crossed fork and knife for a new stacked logo: a bold HH monogram, drawn like the imprint on its waffles, above the name in heavy red capitals.

## Key facts

- Brand: Huddle House
- Launched: 8 May 2025
- What changed: Huddle House dropped its red circle with a hand-lettered name and a crossed fork and knife for a new stacked logo: a bold HH monogram, drawn like the imprint on its waffles, above the name in heavy red capitals.
- Industry: Food & drink
- Logos: https://rebrandlog.com/logos/huddle-house-2025/before.svg (before), https://rebrandlog.com/logos/huddle-house-2025/after.svg (after)

## The rebrand, explained

Huddle House opened in 1964 as an around-the-clock place to eat after a game. For years its logo was a red circle with the name in casual hand lettering and a crossed fork and knife.

On 8 May 2025 the chain, owned by Ascent Hospitality Management, announced "a reimagined brand identity and positioning based on months of guest research." It "unveiled a redesigned logo that modernizes the iconic 'HH', a nod to the signature imprint on every fresh-cooked waffle, blending 60 years of heritage with a contemporary edge," paired with the tagline "Bring it in."

The brand said it "updated every asset that guests touch including packaging, photography, advertising, and signage." Nation's Restaurant News called it a "modernized 'HH' logo" and noted that the rebrand came less than a year after sister chain Perkins became Perkins American Food Co. The new logo file was already on huddlehouse.com in January 2025, ahead of the announcement.

The Tampa agency Dunn&Co. says on its site that it created the "Bring It In" tagline and "refreshed the logo, fonts, voice, menu, in-store POP and more." Studio 11 Design led the new restaurant designs, which include a drive-thru and walk-up format and a small format for airports, colleges and malls.

Reaction on X was limited to trade accounts. The Restaurant Franchising & Innovation Summit noted "an updated logo and menu as well as a trio of restaurant prototypes."

In short: A red circle with a fork and knife became a waffle-iron HH.

## Sources

- https://www.businesswire.com/news/home/20250508862343/en/Huddle-House-Announces-Brand-Renovation-for-A-New-Generation-of-Guests
- https://www.restaurantnews.com/huddle-house-announces-brand-renovation-for-a-new-generation-of-guests-050825/
- https://www.nrn.com/family-dining/huddle-house-s-rebrand-includes-drive-thru-walk-up-locations
- https://dunn-co.com/work/huddle-house/

## Cite this

Rebrand Log, "Huddle House new logo (2025)", https://rebrandlog.com/rebrand/huddle-house-2025/, last updated 2026-10-21.