Industry News | October 19, 2011

Brand Transformation Scores Popeyes Big Honor

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Popeyes Louisiana Kitchen, a division of AFC Enterprises Inc., will be featured as one of the 15 most relevant and successful brand refreshes in the past few years at the Graphic Design Now: In Production exhibition opening October 22 at the Walker Art Center in Minneapolis.

In 2008, Popeyes underwent a comprehensive brand transformation to emphasize its distinctive Louisiana heritage. As part of this initiative, Austin, Texas–based Pentagram Design was charged with the transition to a more contemporary logo and visual brand identity.

“Prior to the design change, the brand was in need of a fresh look, with a more contemporary design that would better capture its Louisiana heritage, and appeal to a younger demographic,” says Dick Lynch, Popeyes chief marketing officer. “To achieve this look, Popeyes continued the use of its well-known ‘dancing letters’ but gave them an updated look and feel. We are honored the changes we feel visually express Popeyes’ youthful brand personality have been recognized as top notch.”

Amongst the prestigious graphic design exhibit will be a wall dedicated to “Brand New,” where these 15 logos will be shown as the most interesting examples of design. Pentagram Design will display two of their designs: Popeyes and Bausch & Lomb. Popeyes will be in distinguished company with brands like Starbucks, Nickelodeon, AOL, and Hebrew National. The exhibit will be featured at the Walker Art Center from October 22 to January 22, 2012, and will make a second appearance at the Smithsonian Cooper-Hewitt National Design Museum in New York in summer 2012. The brand’s logo will also be featured in the exhibition’s catalog, produced by the Walker Art Center.

Popeyes utilizes four brand identifying logos: horizontal Popeyes Louisiana Kitchen logo; Popeyes Louisiana Kitchen seal, a circle crest containing a “P” icon and traditional Louisiana fleurs-de-lis symbol; Popeyes dancing “P”; and Popeyes horizontal logo. The color choices, red and orange, echo the original design of the restaurants and suggest the characteristic Louisiana seasonings in which many Popeyes products are slowly marinated for up to 12 hours.

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