Industry News | October 5, 1999
Global Re-Image Campaign Contemporizes Entire Look of KFC - From Logo to Restaurant Design, Advertising, Packaging, Point-of-Sale, Uniforms and More
KFC's fresh new look updates one of the most recognized, respected, and beloved brand icons in the world and spans all visual elements from logo to restaurant design, advertising, packaging, uniforms and more. The new logo depicts Colonel Sanders with his signature string tie, but for the first time, replaces his classic white, double-breasted suit with a red apron. The apron symbolizes the home-style culinary heritage of the brand and reminds customers that KFC is always in the kitchen cooking delicious, high-quality, freshly prepared chicken by hand, just the way Colonel Sanders did 50 years ago.
"The Colonel is truly a global icon and we want everyone in the universe to see KFC's new look of the future," said Gregg Dedrick, president of KFC Corp. "KFC is boldly going where no brand has gone before as Colonel Sanders takes one small step for humankind, but one giant leap for fried chicken." The giant Colonel Sanders logo was built off The World's Only Extraterrestrial Highway in Rachel, Nevada, also known as the "UFO Capital of the World," and the epicenter of inter-galactic communication.
Consisting of 65,000 one-foot by one-foot painted tile pieces that were assembled like a giant jigsaw puzzle: 6,000 red, 14,000 white, 12,000 eggshell, 5,000 beige and 28,000 black, it took a total of 24 days to manufacture and produce the logo with six additional days for on site constructing.
"If there are extraterrestrials in outer space, KFC wants to become their restaurant of choice. For now, we'll be very content satisfying the entire human population with our Finger Lickin' Good Chicken. If we hear back from a life form in space today - whether NASA astronauts or a signal from some life form on Mars - we'll send up some Original Recipe Chicken," said Dedrick.
To see an image of the logo go to www.kfc.com.
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