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Papa John's is considering a new stylish logo that will turn Papa John's into Papa Johns.
The company filed a trademark with the US Patent and Trademark Office at the end of August, but a representative of the company said there was no intention to start use the new logo.
AdAge first reported the deposit.
It's no surprise that Papa John's is considering a new look. The company has recently launched two seemingly designed advertising campaigns to win back customers and employees who are disappointed with the behavior of its founder, John Schnatter.
Schnatter resigned as president in July after information revealed he had used the word N in a conference call. He had already resigned from his CEO position a few months earlier, after provoking controversy by accusing the NFL of poor pizza sales.
Since then, Papa John's has distanced himself from Schnatter, who once appeared in the company's commercials and whose face was used to decorate his pizza boxes.
Tulin Erdem, a marketing professor at New York University's Stern School of Business, says the new logo is "simpler, more contemporary".
At the moment, Papa John's logo, which has a more traditional type in a domed frame, is "very traditional" and "maybe outdated," she said.
Papa John's has filed a trademark for the logo, with two rectangles framing "Daddy" and "Johns" in bold, with and without the slogan "Best Ingredients. Best Pizza" of the company. Some versions are in red and green and some in black and white.
They have "gone from a seraph type to a seraphimeless character, which is perceived to be more modern," noted Luke Wilson, associate clinical marketing professor at NYU Stern.
Erik Gordon, clinical assistant professor at the University of Michigan's Ross School of Business, sees the abandoned apostrophe as a subtle work by controversial founder John Schnatter.
"I do not think a consumer will notice it, but it certainly will," he said.
Schnatter refused to comment on this story through a representative.
A recent ad, shot in August, features a diverse panel of franchisees and employees and echoes a message sent by CEO Steve Ritchie: Papa John's is taller than a person.
"You've heard a voice from Papa John for a long time," an employee said on camera. "It's time you hear us all," said another.
At the closing of the commercial, a list of names scrolls to replace John's. Papa John's becomes Papa Kiersten, Papa Brant and Papa Daniel's.
Changing the name of the company would be difficult, Gordon said. "If you change your name, you may be jeopardizing your business even further."
Erdem said that when companies change their name, they lose significant brand recognition.
"There is so much awareness around the name," said Erdem. "I think that a company would only do it so really, the brand is so tarnished, that you want to be forgotten."
CNNMoney (New York) First published on September 21, 2018: 5:56 pm ET
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