The new Wendy’s logo has been generating some buzz over a potentially subliminal message—the word “mom” seems to be spelled out on Wendy’s ruffled collar.

The new, trendier looking image replaces the older, 29-year-old logo, which featured western-looking boxy writing with the primary colors being yellow and faded red. The new image was released last year, but claims of a subliminal message began as early as April. One mom described the morning she first noticed the “mom” printed on the Wendy’s logo:

A few nights ago, my better half came home with a sack of Wendy’s burgers. As fast food goes, there are worst choices and it was late. The next morning when I got up (about 5:30 am) and saw the bag this meal came in still sitting on the counter. The wrappers and such had made the trash can but due to the late hour… the sack survived. In the morning eye, things can (and often do) take on unique shapes because your brain is still booting up and your sight is somewhat twisted from the dream state. But upon closer examination, I realized that what I was seeing… and never saw before, was indeed there. instead of appealing to the children… Look right under new Miss Wendy’s chin, her collar, as it were. It says… MoM. Nice bit of subliminal advertising from where I sit.”

While it may be harder to see in the colored logo, the all-red version featured on bags and cups is easier to spot.

Denny Lynch, senior vice president of communications at Wendy’s, told the Huffington Post, “”We are aware of this and find it interesting that it appears our Wendy cameo has ‘mom’ on her ruffled collar. We can assure you it was unintentional.”

As the logo aged, it seems so did Wendy—the previously tween girl is revamped and more mature-looking in the new logo.

Stock Logos, who noticed the “mom” message on Saturday, believes that Wendy’s may be trying to associate its fast-food with traditional, homemade mom cooking: “It should not be a surprise to see the fast food restaurant, Wendy’s associating their refreshed brand with Mom’s cooking.”