KFC / Global Brand Update
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As a global brand, KFC has gone through many brand updates and graphic treatements—but most have not be adapted globally. They tasked us with modernizing all of the brand assets and sheparding in a global re-launch. We updated everything from the Colonel icon to the iconic “it’s finger licking good” mark.
Role: Designer (logo + guidelines) / Design Director (packaging)
Design Director: Mike Weihs
Designers/Illustrators: Dave Hagen, Shantnu Sharma
Design Producer: Patrick Cahalan@ Wieden+Kennedy
The brand logo was the primary change in the system. It contains all of the essential brand elements: The Colonel icon, the red & white stripes, and the KFC logotype all in a shape that looks like the biucket.
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The new ssystem was very flexible and usable in multiple formats — making it easy to use globally.
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The updated KFC wordmark is more rounded and friendly without appearing to be a large departure from the classic wordmark.
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The most impactful update is also one that gets noticed less—we redrew the Colonel icon to be forward facing and added his right ear.
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The “it’s fionger lickin’ good” logotype is more legible and uses correct quotes.
Global Packaging Refresh
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The global packaging refresh brought together all of the brand elements into one place to create the iconic buclet you see when you close your eyes and think of KFC.
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Colonel Sanders is the heart of the brand—and his voice guides much of what they do. We thought it was important to get his voice into the packaging so we created these “easter eggs” that can be hidden in unexpected places on the packaging.
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We also designed global icons for the packing that were unique to KFC and how they created their iconic chicken.
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We extended the voice to the website and ordering kiosk globally—so there was no mistake that Colonel Sanders was still the heart and soul of KFC.
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As we created the global brand guidelines, we took the quick and practical approach and put all of the most importand information on the cover incase people never opened the book.