Founded in Ohio in 1982, Buffalo Wild Wings has become a cornerstone of American casual dining, renowned for its chicken wings and array of sauces. With over 1,200 locations spanning the U.S. and six other countries, the chain continues to grow, attracting sports enthusiasts and food lovers alike. Its bold and energetic branding mirrors its lively dining atmosphere, making it instantly recognizable worldwide.

The History Behind the Name

Buffalo Wild Wings was initially called Buffalo Wild Wings & Weck, a nod to the traditional Kummelweck roll popular in upstate New York. Founders Jim Disbrow and Scott Lowery opened the first location near Ohio State University to serve authentic Buffalo-style wings. By 1992, the company began franchising, fueling its rapid growth. In 1998, the name was simplified, and its now-iconic branding took form.

Since 2018, Buffalo Wild Wings has been owned by Inspire Brands, a company that also manages several prominent fast-food chains, further cementing its global presence.

Visual Identity Evolution

Buffalo Wild Wings has undergone several logo transformations to reflect its evolving identity. From its early roots to today’s modern design, each logo iteration has captured the essence of the brand.

1982–1998: The Original Logo

The first logo featured a rugged circular emblem with a Buffalo bull in dark brown on a beige background. The bold lettering around the perimeter emphasized the masculine and hearty nature of the restaurant, with red highlights adding vibrancy.

1998–2012: The Modern Foundation

The 1998 redesign introduced the signature yellow and black circular emblem. The logo featured a silhouetted buffalo with wings, symbolizing the chain's focus on wings and their bold, flavorful offerings. A black banner with white lettering stretched across the bottom, accented by stars and swooping tails, lending a sporty, dynamic feel.

2012–2018: Enhanced Detail

The 2012 update brought more sophistication and balance. The buffalo silhouette was refined with gray accents on the wings and body for added depth. The circular emblem was paired with bold typography for the brand name, set in a custom uppercase font with unique triangular serifs.

2018–Today: Simplified and Modern

In 2018, the logo was further streamlined. The black in the color palette shifted to a softer brown, and the gray details were removed, returning to a flat design. This simplified aesthetic emphasized clarity and approachability while maintaining the brand's bold and energetic vibe.

Font and Colors

The Buffalo Wild Wings logo uses a custom typeface with heavy characters and subtle triangular serifs, evoking strength and uniqueness. Fonts similar to its style include ITC Mixage Std Black and Brickton Regular, though the lettering is highly customized for brand distinctiveness.

The logo’s color palette combines:

• Yellow: Representing energy and excitement.
• Brown: Evoking warmth, comfort, and a sense of hearty flavor.
• White: Signifying reliability and the chain’s commitment to its customers.

A Global Symbol of Flavor

Buffalo Wild Wings' visual identity perfectly captures its essence: bold, fun, and flavorful. Whether it’s the signature wings or the vibrant dining experience, the brand’s modern and approachable design ensures its place as a staple in the casual dining scene worldwide.