The Legendary KFC Colonel Got Stripped off His White Suit! Relax! He Got an All New Red Apron.
There have always been controversies regarding the question whether or not the companies should change their logos to improve their image. While some marketing gurus are of the view that evolution of logo over a span of time is necessary for corporate image building, some advertising professionals consider it as a marketing hara-kiri.
Yet if we go through the logo design history we will find that a number of renowned companies went for a logo make over at certain points of their journey. Sony and Nike—the two brands known for their simple yet most effective logos—are the classic examples of evolving logos.
In the near past, one renowned brand adopted the “logo makeover” as their marketing policy and that is the KFC. This is another company that makes good case study to show the importance of logo evolution over the history of a company.
A generation grew up by looking at the immaculately dressed Colonel Harland Sanders in white suit and black bow tie. Although, the grammar of logo designing doesn’t encourage the use of face in the company logos, the face of a smiling colonel in KFC logo became one of the most recognizable icons all over the world over the fifty years of its history.
Then what is the reason behind the recent changes in KFC logo? (The white suit of the Colonel has been replaced by a red apron in the recently changed KFC logo). KFC has been one of the few companies that consistently clung to its brand identity with only four small changes in its logo over the past fifty years.
Then again the successful logo designing is the result of immense skills and fair amount of researches and knowledge about human psychology. The promotional team must have some reasoning behind such logo makeover. Let’s try to analyze some of them.
One important point that the company sought to emphasize was the connection between the brand and the colonel Sanders as a man of reality. The new generations of the customers, especially n the countries outside USA, – that happen to be the dominant section of the KFC clientele – are unaware of the history of KFC and Colonel Sander’s contribution to the company. For them, the image of a perfect gentleman wearing thick glasses sporting a goatee has nothing to do with their favorite food that keeps them busy with licking their fingers.
The PRO men of KFC wanted to fill up this void; they wanted to spread the message that Sanders used to be an expert chef whose researches on secret herbs and spices gave birth to this heavenly taste that kept mesmerized the fast food lovers for generations.
Another reason of course relates to the other rival brands such as Mc Donalds and Tacobell that typically use bright and bold colors in their logos. The new logo with the iconic colonel in red apron set in red background is expected to be more captivating for the sensibilities of the new generations of the customers.
Yes, the designers are right in their perception. Just look at the new KFC logo – don’t you find the grey haired colonel to appear more dynamic in his new attire? The typography is also bolder and more assertive. In a nutshell, the new KFC logo is replete with kind of energy and spirit of freshness that you need for reaching out to larger section of clientele.
So it can be safely concluded that in this global business set up and all-media use of the company logos, the KFC has taken the right step in their efforts of visual reconstruction of their fast food logo design.