Quaker Oatmeal has made its famous Quaker Larry to ‘go on a diet and change his style’. The nourished rosy-cheeked smiling man on the product’s logo has got a haircut and lost some weight that resulted in the removal of double chin and thick cheeks.
Photo: the old and the new Quaker logos, from newsfeed.time.com

The redesign is a part of PepsiCo’s attempt to reinvigorate the 134-year-old brand globally, says The WSJ. “We took about five pounds off him,” a designer from Hornall Anderson, Quaker’s brand-design agency told the Wall Street Journal.

Patrick Rowell, director of strategy for Hornall Anderson said that consumers associate the logo and brand with heritage, trust, and quality as well as with «energy and healthy choices». Hornall Anderson was tasked to make the necessary improvements of the logo to correspond to all these requirements.

To make Larry look thinner and “to give him a neck,” designers trimmed his hair but his eyes remained the same. The logo bottom of the logo was redesigned to include more red and gold. to To enhance the brand’ heritage and quality The ‘Est 1877’ sign was added to the logo. However, the goal was not to have anyone notice that he is different, explained the company.