Work

Knowing that their logo needed a refresh, fast food chickener Chick-fil-A tasked us with the update. We were hungry to help!

We wanted to be smart about the update. From a purely visual aspect, the updated type is lighter in weight so it reads better and feels a little more modern. From a pragmatic aspect, the new logo is much easier to read in very small sizes on digital devices, and is also easier to read from a distance on signage applications. We were also careful to make sure that the update was fairly subtle, so that the logo could be introduced gradually and seamlessly, keeping transition costs low (signage and packaging replacements) and ensuring that their customer base wasn’t confused in the least.

And perhaps most importantly, instead of looking like a parrot, the chicken in the logo now looks like, well, a chicken.