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1 Comment
November 15, 2006 at 3:19 pm
First I want to say I’m impressed that you got the image to be a link. Muy bonita!
The new logo is definitely more streamlined. You can see in the way that the Colonel’s face is rendered that he appears younger here, without the smaller lines denoting wrinkles in his face.
Also gone is the unrelatable white suit that might suggest a plantation owner or the Old South. He’s also placed inside this sort of quirky parallelogram that may be designed to suggest a fun, ligher image.
The color scheme is streamlined as well. Notice the navy blue is completely absent. Instead is the black, two shades of brown, and red. This to me is evocative of a subtle ‘Whole Foods’ organic vibe. I think this is a good decision because one of the chief urban legends about the KFC brand is that the chicken is not actually real chicken.
All in all, I think this is a successful rebranding that will be helpful to KFC in the future. One thing I notice about some successful ‘premium’ fast food chains is the attention to the story of the founder. Chik-Fil-A comes to mind, in that when you enter every store there is that poster that talks about its history and how they’re never open on Sundays. Calling upon the Colonel’s perceived folksy Americana is a way for KFC to brand itself as a restaurant with core values that may appeal to a consumer’s search for something ‘real.’