"Based on recent consumer input over restaurant logos, they're often a touchpoint with loyal (and very vocal) fans. Timid restaurateurs may press pause before making noticeable changes - but apparently not a highly recognizable mall-based snack chain, one that long featured a glowing gold halo in its logo and signage. That beloved chain is Auntie Anne's, maker of the well-loved pretzels perched in shopping and airport food courts for decades."
"The halo-graced logo held a divine presence for about 17 years, from 2006 to 2023, perhaps an inference to the heavenly taste of the warm types of soft pretzels. Fans would surely agree, but the significance potentially goes much deeper, given founder Anne Beiler's remarkably religious upbringing. As a member of Pennsylvania's Amish-Mennonite community in Lancaster County, Beiler was raised with faith-based principles, a strong farm-based work ethic, and close family ties with seven siblings."
"By the time the tell-tale halo was replaced in 2023, along with its homespun, artsy pretzel illustration, Auntie Anne's was under its current umbrella of GoTo Foods, home to other recognizable chain restaurants, including fellow mall-mates like the cinnamon-scented Cinnabon, Carvel, and Jamba. The Auntie Anne's logo got a modern, simplified spruce-up, sans the halo, with a cleaner, sleeker pretzel-only symbol."
Auntie Anne's longtime logo featured a glowing gold halo from 2006 to 2023, reflecting a celestial motif linked to founder Anne Beiler's religious upbringing. Beiler was raised in Lancaster County's Amish-Mennonite community with faith-based principles, a strong farm work ethic, and seven siblings. The halo appeared after Beiler and her husband sold the business to cousin Sam Beiler, who was also Amish. By 2023 the halo and homespun pretzel illustration were replaced as Auntie Anne's joined GoTo Foods and received a modern, simplified pretzel-only symbol. The redesigned logo is being rolled into at least 150 remodels as part of modernization efforts. A company statement reveals a goal of attracting younger demographics.
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