Huddle HouseCopied

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."