Company
KFC
Year
2018
Deliverables
Identity
Motion Design
Brand Standards
Team
Wieden+Kennedy
An iconic identity, brought to life.
KFC’s global refresh brought its most recognizable assets into a clearer, more flexible identity. I worked on the logo system, including the Colonel, wordmark, and key lockups, and created the motion work that brought it to life.
The bucket brings it together
The primary logo combines the Colonel, KFC wordmark, and red-and-white stripes in a shape inspired by the bucket. Its components can also work independently, giving the identity flexibility without losing recognition.
Familiar, but refined
The wordmark became rounder and more approachable while retaining its familiar character. The Colonel was redrawn to face forward, with his right ear made visible, a subtle change that gives the portrait greater balance.
A system built for global adoption
The brand standards document how the refreshed Colonel, wordmark, stripes, and lockups work together. Clear rules help teams adapt the identity across formats and markets while keeping it unmistakably KFC.
Source-guided reconstructions of the four foreground shirt prints, shown with their source closeups. Food, type and portrait details are interpreted; the six-piece design includes inferred hidden areas. These are reconstructions, not recovered original artwork.
Reference-based reconstructions
Tenders · Reconstruction
Original shirt · Source closeup
WINGS · Reconstruction
Original shirt · Source closeup
Popcorn Nuggets · Reconstruction
Original shirt · Source closeup
6pc. Chicken · Reconstruction
Original shirt · Source closeup
Background interpretations
Based on partially visible background shirts. Hidden artwork, lettering and portrait details are interpreted.
Blue microphone portrait · Interpretation
KFC portrait · Interpretation
Tenders · New presentation mockup
The reconstructed print shown on a new shirt mockup.
New concepts
Additional new directions, separate from the shirts visible in the reference footage.
01 · Oval portrait
02 · Diagonal stripes
03 · Western medallion
Western medallion · New shirt mockup
Additional new concepts
New review artwork. Residual glow remains; these are not print-ready separations.
