We’ve spoken at length about the importance of branding a small business and being consistent. What about larger companies like KFC? Well, as reported by Business First, the KFC. Corp. is now opening a new branch of fast-casual restaurants WITHOUT Col. Harland Sanders in the logo.
While the larger branding experts have decided to only use the KFC brand as an endorsement, rather than as the full logo, the new logo leaves something to be desired, in my opinion. There’s very little that seem appealing.
The new logo is in an effort to distance the new fast-casual concept (ala Qdoba or Panera) from the fast-food restaurant that KFC is known for. Red Lobster also recently revised its branding, trading bright bold colors for darker more coastal colors in an effort to feel more upscale as a dining location.
I will be very interested to watch the pilot “KFC eleven” store that has opened up as of August 5th, 2013 in Louisville, KY.