It’s being called a “hidden message” tucked into the new Wendy’s logo that debuted earlier this year. Can you pick it out?

Here’s the logo:

Hidden message alleged in new Wendys logo

Can you see the “hidden message” in the new Wendy’s logo? (Source: Wendy’s)

Notice it? Let’s zoom in:

Hidden message alleged in new Wendys logo

Now can you see it? The word is “mom.” (Source: Wendy’s)

If you look closely, the ruffles in Wendy’s collar spell the word “mom,” and eagle-eyed marketing types are saying it’s supposed to be a subliminal message meant to associate the fast food company’s product with home cooking.

The site Stocklogos.com points out the “message” is even more visible in the single-color logo used on some of the company’s items:

Hidden message alleged in new Wendys logo

A close-up of the single-color logo makes the word more obvious. (Source: Wendy’s)

“When growing up our brains learn to love what’s on the menu at home,” Stocklogos.com notes. “Most of us also associate home cooked meals with a safe and loving environment. Most people have a sentimental attachment to at least a few of the dishes their Mother’s used to make. I have fond memories of a rice pudding with sour cherry [sauce] my Mom used to make.

“It should not be a surprise to see the fast food restaurant, Wendy’s associating their refreshed brand with Mom’s cooking.”

The restaurant, however, is saying that any message was unintentional.

“We are aware of this and find it interesting that it appears our Wendy cameo has ‘mom’ on her ruffled collar,” a spokesperson told Business Insider. “We can assure you it was unintentional.”

Wendy’s debuted its logo in March, the first change in 29 years.

(H/T: Yahoo)