Daily Brad, the blog

KFC Boldy Goes where no brand has gone before by unveiling astronomical, 87,500 square-foot, contemporized Colonel Sanders logo in Area 51 desert to launch “KFC of the Future”.

Kicking Off a New Brand Image Campaign
The event marks the official debut of a massive global re-image campaign that will contemporize 14,000-plus KFC restaurants in over 80 countries over the next few years.

KFC’s new fresh 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 Logo Construction
It took a team of nearly 50 designers, engineers, scientists (including astrophysicists), architects and other professionals working nearly three months to conceive, create and execute building the world’s largest logo.

The “Face from Space” took more than 3,000 hours to create from inception to launch and was built by Synergy, a leading event company.

The logo consists 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.

The logo took 24 days, working around-the-clock, to manufacture and ultimately produce. It then took six days on site to construct the logo, during which time the logo design pieces were kept hidden and under cover from identified and unidentified flying objects.

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.

“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. Besides, who knows if extraterrestrials even have fingers? 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.

New Brand, New Stores
Design features for the U.S. may include:

• Bright, bold graphics on the restaurant exterior and interior that incorporate the Kentucky Fried Chicken name as well as KFC, communicate a fresh sense of brand pride. African American artist Charly (Carlos) Palmer took KFC’s historical icons and gave them an updated, cool and modern look.
• Graphics and pub signs that showcase the company’s icons: “11 Secret Herbs and Spices,” and “Finger Lickin’ Good” and “Sunday Dinner, 7 Days a Week.”
• Signature Symbols (the Colonel, the Bucket, Kentucky Fried Chicken) create distinctly-KFC retail style shopfront designs that invite customers inside with open glass.
• Heroic use of our Signature Red color in a bold architectural way and crisp white design accents to keep the brand youthful and fresh.
• Warm and contemporary interior designs with spacious and innovative seating help customers feel welcome and comfortable in groups or alone.
• Thoughtful interior and exterior lighting enhances the customer experience.
• A digital jukebox that is free of charge for customers to play the music they enjoy most.
• Southern-inspired brand new menu items slow-cooked and served fast to star alongside KFC’s core products.

This entry was posted on Wednesday, November 15th, 2006 at 10:13 am and is filed under Around the Web, Branding. You can follow any responses to this entry through the RSS 2.0 feed. Responses are currently closed, but you can trackback from your own site.