Kentucky Fried Chicken, often abbreviated as KFC, is a world-renowned brand of fast food restaurants founded by Colonel Harland Sanders in 1952. Headquartered in Louisville, Kentucky, KFC has been a wholly owned subsidiary of Yum! Brands, Inc since 2002. It has 18,000 outlets in about 120 countries worldwide.
With $15 billion of sales revenue as of 2011, KFC employs more than 190,000 across the globe.
DESIGN ELEMENTS, HISTORY AND EVOLUTION OF KFC LOGO
Shape and Colors of the KFC Logo
The KFC logo is one of the world’s most popular and instantly recognizable logos. The smiling colonel is probably the most memorable symbol in the food industry. The face of the colonel used to have a more serious look in the beginning. With the passage of time, it has been modified into a friendlier, improved form. The rich dark red color adds to the warmth and lively appearance of the overall design.
The brand name “Kentucky Fried Chicken” was reduced to its abbreviation, “KFC”, from the early 1990s. The company wanted to fend off the fatty connotation of the word “fried”.
The KFC logo depicts the company’s iconic founder, Colonel Sanders. KFC is known for its simple and superbly consistent visual identity. It effectively accommodates the visual shifts of the fast food industry, while preserving the determining components of Colonel’s face.
The KFC logo has been overhauled several times, with a focus on simplicity and clarity. Its earliest version, featuring Colonel visage, was introduced in 1952. The company introduced a redesign in 1978, with a slight change of typeface and its placement. In 1991, a new, improved logo was adapted, sporting the abbreviation “KFC”, as an attempt to describe the restaurant as a “healthier” eating choice. This version of the logo was simplified yet again in 1997.
The current KFC logo was unveiled in April 2007, with the Colonel wearing a red cook’s apron in place of of his usual white suit jacket. It was designed by the noted San Francisco-based branding agency, Tesser. The logo retained the fundamental elements of the colonel emblem, including the black bow tie, glasses and goatee, while introducing a brighter color scheme and a more “cordial” visage.
The smiling Colonel is placed on a red background that matches his red apron. The brand name is inscribed below his chin using a strong black color.
The KFC logo has an outstanding depth, dynamism and dimension, without falling back to shading. This suggests the fact that a cleverly executed arrangement of shapes can communicate the intended message more directly and clearly as compared to any detail of shading.
Font of the KFC Logo
The KFC logo incorporates a slightly modified form of the Friz Quadrata typeface.