Kfc Brand Identity

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KFC International

Brand Identity

Standards

N o v e m b e r

2 0 0 6

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Specific Branding

Guidelines for

International

International Markets.

Markets.

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YRI BI Brarand nd IdIdenentitity ty StStanandadardrdss: : NNovoveemmbbeer r 22000066

SECTION 2.13

SECTION 2.13 -

-Removal of Tilted Bucket Art in Apparel

Removal of Tilted Bucket Art in Apparel

The Tilted Bucket Art is not approved

for use internationally.

for use internationally. SECTION 3.3

SECTION 3.3 --New!New!

Addition of It’s Finger Lickin’ Good Script Formats

Addition of It’s Finger Lickin’ Good Script Formats SECTION 3.4

Addition of KFC Delivery Logos

Addition of KFC Delivery Logos SECTION 3.5

Addition of KFC Express Logos

Addition of KFC Express Logos SECTION 4.6

Addition of 3M Signage Colour Matching Samples

Addition of 3M Signage Colour Matching Samples This update has been created to

This update has been created to provide additional artwork and guidelines provide additional artwork and guidelines tailored for International locations. tailored for International locations.

If you have received a CD If you have received a CD or a printed copy of the June 2006 or a printed copy of the June 2006 Global Standards Manual, you will Global Standards Manual, you will want to note the highlighted updates want to note the highlighted updates listed by Section and Page numbers listed by Section and Page numbers to the right.

to the right.

This is th

e modern face

of KFC and it’s set to

propel the brand forward

into the 21st century.

SECTION 1.2

SECTION 1.2-

-Additions to the master logo elements overview

Additions to the master logo elements overview

It’s Finger Lickin’ Good Script

KFC Delivery Logos KFC Delivery Logos KFC Express Logos KFC Express Logos Classic Script Classic Script SECTION 2.1 SECTION 2.1 -

-Removal of Tilted Bucket Art in

Removal of Tilted Bucket Art in

the Master Logo Formats

The Tilted Bucket Art is not approved

for use internationally.

for use internationally. SECTION 2.2

SECTION 2.2-

-Signage Format Overview

Signage Format Overview

The KFC Bright Red halo is now optional on signage.

Clarification on the use of Left Tilt and Right Tilt

Buckets for signage is included.

SECTION 2.6

Addition of KFC Proprietary Classic Script Font

Welcome to the YRI Version of the KFC Brand Identity Standards Manual!

YRI Reference Manual for the Updated KFC Image YRI Reference Manual for the Updated KFC Image

1

0

N O T E S N O T E S:: Pages 2.1, 2.6, and 2.12 Pages 2.1, 2.6, and 2.12 of the June 2006 Global of the June 2006 Global Brand Identity Standards Brand Identity Standards should be disregarded should be disregarded for international use. for international use. Direct all questions to Direct all questions to the International the International MarketingMarketing

Team in Dallas, and to the Team in Dallas, and to the Yum Trademarks Team. Yum Trademarks Team.

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Modernized Colonel Logo Modernized Colonel Logo

Find Colonel logo art

Find Colonel logo artwork and cropping on 2.7.work and cropping on 2.7.

Go to 2.2 for signage logo artwork and cropping.

Kentucky Fried Chicken Script Font Kentucky Fried Chicken Script Font

Complete artwork and usage guidelines are on 2.5.

Refreshed KFC Lettertype Refreshed KFC Lettertype

Go to 2.4

Go to 2.4 for complete artwork and for complete artwork and usage guidelines.usage guidelines.

Introduction to the 2006 Identity Standards Introduction to the 2006 Identity Standards

1

1 .3

.3

2006 Manual

Content Overview.

SECTION 1SECTION 1

Manual Scope.

The main updates to the identity The main updates to the identity system elements presented in the system elements presented in the 2006 manual are as follows: 2006 manual are as follows:

MASTER ARTWORK ELEMENTS

1.

1. Modernized Master Logo Modernized Master Logo 2.

2.Updated KFC LettertypeUpdated KFC Lettertype

SECONDARY ARTWORK ELEMENTS

3.

3.Kentucky Fried Chicken Script FontKentucky Fried Chicken Script Font 4.

4.Colonel and Secret 11 MedallionsColonel and Secret 11 Medallions 5.

5.It’s Finger Lickin’ Good Script FontIt’s Finger Lickin’ Good Script Font 6.

6.KFC Delivery LogoKFC Delivery Logo 7.

7.KFC Express LogoKFC Express Logo 8.

8. Creation of the Classic Script Creation of the Classic Script Font.Font.

Logo and Signage

Exceptions and

Inquiries.

Exceptions and inquiries related to Exceptions and inquiries related to modification of the logo should be modification of the logo should be directed to marketing leadership. directed to marketing leadership. Direct all trademark questions to Yum Direct all trademark questions to Yum Trademark Counsel in Dallas. Trademark Counsel in Dallas.

Master Logo Elements:

a Quick Summar

y.

Secondary Ar

twork Elements.

These enhancement graphics help visually communicateThese enhancement graphics help visually communicate and reinforce the KFC brand message by utilizing the image of the Colonel and our famous trademarked phrases. and reinforce the KFC brand message by utilizing the image of the Colonel and our famous trademarked phrases.

N O T E N O T E::

Inquiries for exceptions are carefully Inquiries for exceptions are carefully reviewed, but seldom approved. reviewed, but seldom approved.

1

2

4

Colonel Medallion and Secret 11 Medallion artwork Colonel Medallion and Secret 11 Medallion artwork

See 3.1-3.2 for graphic styles and

See 3.1-3.2 for graphic styles and cropping guidelines.cropping guidelines.

3

5

It’s Finger Lickin’ Good Script Font It’s Finger Lickin’ Good Script Font

See 3.3 for complete art

See 3.3 for complete artwork and usage guidelines.work and usage guidelines.

KFC Delivery Logo KFC Delivery Logo

Options for use with or without a phone number are on 3.4.

6

KFC Express Logo KFC Express Logo

Find usage guiedlines on 3.5.

7

Classic Script Font Classic Script Font

See page 2.6 for

See page 2.6 for usage guidelines.usage guidelines.

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Colonel Face Tone Reproduction Guidelines Colonel Face Tone Reproduction Guidelines

2.3

KFC Medium

an

d

Light Warm Beige.

SECTION 2SECTION 2

Colour Strategies

for Different Types

of Applications.

The modernized KFC Colonel logo The modernized KFC Colonel logo has clearly defined colour strategies has clearly defined colour strategies to enable maximum colour impact to enable maximum colour impact for different applications. for different applications.

The 4-colours logo, including both The 4-colours logo, including both face tone colours, is required for all face tone colours, is required for all print and broadcast applications. print and broadcast applications. For exterior trade dress, site and For exterior trade dress, site and trade zone signage, the face tone trade zone signage, the face tone is eliminated but the shadow colour is eliminated but the shadow colour remains. This modified colour format remains. This modified colour format may also be used in applications may also be used in applications (such as wearables) when the face (such as wearables) when the face tone is not reproducible. tone is not reproducible.

Complete colour specifications are Complete colour specifications are given on page 4.1. For 1-colour logo given on page 4.1. For 1-colour logo applications please refer to page 2.12. applications please refer to page 2.12.

KFC Rich Red KFC Rich Red PANTONE PANTONE®®₁₈₇₁₈₇ KFC Rich Black KFC Rich Black PANTONE

PANTONE®®_Black_Black

KFC Medium Warm Beige KFC Medium Warm Beige

PANTONE

PANTONE®®_{727 CV*}_{727 CV*}

KFC Light Warm Beige KFC Light Warm Beige

PANTONE

PANTONE®®_{9201 CV*}_{9201 CV*}

* CV indicates the CMYK formula for this colour

has been adjusted from the s

has been adjusted from the standard PMS breakdown.tandard PMS breakdown.

See page 4.1 for the custom CMYK Formula.

Use both face tones for print and broadcast applications:

Merchandising

Packaging

Advertising

Business & Promotional Materials

TV

Use a modified format and omit

the KFC Light Warm Beige for:

Signage

Wearables

Applications W

here the Fa

ce

Tone is Not Reproducible

N O T E

N O T E::

The colours represented in this document will vary widely The colours represented in this document will vary widely when viewed on screen or output to printer. For correct when viewed on screen or output to printer. For correct colour representation, always refer to PANTONE colour representation, always refer to PANTONE ® ® _colour_colour

chips. Colour decisions made solely from screen viewing chips. Colour decisions made solely from screen viewing or non-colour correct hard copies risk inaccuracies. or non-colour correct hard copies risk inaccuracies.

N O T I C E

N O T I C E::

In the 3-colours logo, In the 3-colours logo, KFC Light Warm Beige KFC Light Warm Beige face tone is omitted. face tone is omitted.

S P E C I A L N O T E

S P E C I A L N O T E:: No 2-colours logos exist in the 2006

No 2-colours logos exist in the 2006 updated identity standards.updated identity standards.

The logo becomes stark when both Beige tones are omitted. In keeping with

the desire to give the logo a warmer appearance and consistent application,

only 3- and

only 3- and 4- colours logos are approved for the 4- colours logos are approved for the majority of cases.majority of cases.

See page 2.12 regarding usage guidelines for the 1-colour logo.

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Kentucky Fried Chicken Script Formats Kentucky Fried Chicken Script Formats

2.5

SECTION 2 SECTION 2

Secondary

Script Lettertypes.

Heritage Script - use for all mediums.

1-Colour Scripts.

1-colour scripts used for signage must be in KFC Rich Red.

Other 1-colour usage is restricted to interior art

Other 1-colour usage is restricted to interior art or graphicor graphic

elements only.

Classic Script - use for all mediums.

Heritage Script stacked formats.

Solid White Script only on a KFC Rich Red background.

Solid KFC Rich Red Script.

Solid White Script only on a KFC Rich Red background.

KFC Rich Red Script with White Outline.

Solid KFC Rich Red Script.

Secondary

Elements

.

The Kentucky Fried Chicken Script lettertype was originally developed by The Kentucky Fried Chicken Script lettertype was originally developed by Colonel Sanders in 1952. It is a genuine, time-honored essence of the brand. Colonel Sanders in 1952. It is a genuine, time-honored essence of the brand. The Script lettertype helps impart a feeling of warmth and authenticity, and The Script lettertype helps impart a feeling of warmth and authenticity, and it is used primarily as a secondary brand artwork element. It should be used it is used primarily as a secondary brand artwork element. It should be used sparingly. It is meant enhance the KFC logo, not to replace it.

sparingly. It is meant enhance the KFC logo, not to replace it.

N O T E

N O T E::

Alwa

Always use theys use the® after the Kentucky Fried Chicken Script® after the Kentucky Fried Chicken Script lettertype.

lettertype. When used as a secondary exterior building signage When used as a secondary exterior building signage element, all separate published maximum and minimum element, all separate published maximum and minimum standards for lettertype signage must be met. standards for lettertype signage must be met.

The Classic font option is a The Classic font option is a contempo

contemporary letter rary letter style that style that closelyclosely matches the modernized KFC lettertype. matches the modernized KFC lettertype. The Heritage font option is an update The Heritage font option is an update from our original 1952 font. from our original 1952 font.

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KFC Proprietary Classic Script Font KFC Proprietary Classic Script Font

2.6

SECTION 2 SECTION 2

Classic Script

Enhances

Enhances the KFC

the KFC

Brand.

Our Own

Proprietary Font.

The KFC Classic Script font The KFC Classic Script font was created as an enhancement was created as an enhancement element to the updated Master element to the updated Master Logo and Signage formats. Logo and Signage formats. It is especially useful to markets It is especially useful to markets needing to translate a specific needing to translate a specific headline or phrase into a headline or phrase into a local language. local language.

How to Use the Classic Script.

To download the font

To download the font, log onto www.kfclogos.com, log onto www.kfclogos.com

for use in both the MAC and

for use in both the MAC and PC environments.PC environments.

Always use one

Always use one colourcolour, KFC Rich Black,white, KFC Rich Black,white

(reversed), or KFC Rich Red when setting the classic

script font.

For use across all mediums,

For use across all mediums, but but use sparuse sparingly ingly – in– in

headlines, sub-heads, or to indicate retail costs– but not

for use as general body copy.

Use for translations to

Use for translations to a local language.a local language.When copyWhen copy is translated into a local language in

is translated into a local language in a market, thea market, the translation must be submitted to Yum Trademark translation must be submitted to Yum Trademark Counsel for review.

Counsel for review.

N O T E

N O T E::

Never use the classic script font in

place of the

place of the required KFC Lettertyperequired KFC Lettertype

in the master logo formats.

Use the Classic Scrip KFC Rich Black, KFC Rich Red, or White (reversed).

Classic Script - use for all mediums.

• •

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Logo Cropping Guidelines Logo Cropping Guidelines

2.7

SECTION 2 SECTION 2

Logo

Rules

and

Cropping

Cropping Guidelines.

Guidelines.

Ensure Consistency.

Follow these simple rules and Follow these simple rules and guidelines to maintain consistency guidelines to maintain consistency in the Colonel logos:

in the Colonel logos: 1.

1.Maintain the Colonel’s signatureMaintain the Colonel’s signature 8 degree tilt.

8 degree tilt. 2.

2.No top-crop in any Vertical Format.No top-crop in any Vertical Format. 3.

3.In horizontal formats, never cropIn horizontal formats, never crop below the top left white below the top left white peak of the Colonel’s hair. peak of the Colonel’s hair. 4.

4.Never crop above the left black tipNever crop above the left black tip of the bib on the apron. of the bib on the apron. The master logo shows the full The master logo shows the full image of the Colonel, including image of the Colonel, including the top of his head. However, in the top of his head. However, in some cases cropping is necessary some cases cropping is necessary to achieve maximum impact. to achieve maximum impact.

Consistent cropping is crucial to Consistent cropping is crucial to maintaining the integrity of the KFC maintaining the integrity of the KFC logo. These cropping guidelines apply logo. These cropping guidelines apply to all Square, Horizontal, Vertical, to all Square, Horizontal, Vertical, Bucket, and Circle logo formats. Bucket, and Circle logo formats. Markets may not vary the cropping Markets may not vary the cropping of any of the logo formats. of any of the logo formats.

In nearly all formats the Colonel has In nearly all formats the Colonel has a signature 8 degree tilt off the vertical a signature 8 degree tilt off the vertical axis, which is never to be altered.

axis, which is never to be altered. E X C E P T I O N

E X C E P T I O N::The only formatThe only format that deviates from the 8 degree tilt of the that deviates from the 8 degree tilt of the Colonel are the left and right tilt Signage Bucket Colonel are the left and right tilt Signage Bucket formats. Please refer to 2.2 concerning signage formats. Please refer to 2.2 concerning signage for more details.

for more details.

Circle and Bucket Formats.

Vertical 1 x 1 Vertical 1 x 1.25.25 Square 1 x 1 Square 1 x 1 Horizontal Horizontal 1.25 x 1 1.25 x 1 8 degree tilt. 8 degree tilt.

2

3

1

The Colonel’s Signature Tilt.

No Top-Crop on

Vertical Formats.

The top of the Colonel’s head The top of the Colonel’s head is fully illustrated in all is fully illustrated in all Vertical form Vertical formats.ats.

4

The apron is never cropped higherThe apron is never cropped higher than just above the bottom left than just above the bottom left black tip of the bib edge. black tip of the bib edge. Never extend the apron artwork. Never extend the apron artwork. In horizontal formats, the top-crop is In horizontal formats, the top-crop is always made at the highest, left peak always made at the highest, left peak of the Colonel’s hair.

of the Colonel’s hair.

Horizontal

T

op-Crop.

Apron Edge.

The Colonel is always on the 8 degree angle in the The Colonel is always on the 8 degree angle in the Straight Bucket and in the Circle Logo formats. Straight Bucket and in the Circle Logo formats.

Signature 8 degree tilt. Signature 8 degree tilt.

Minimum Size.

It is important to make sure that the logo details It is important to make sure that the logo details are always visible when reduced to a small size. are always visible when reduced to a small size. The minimum allowable size is

The minimum allowable size is 16mm wide

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SECTION 2 SECTION 2 Retired Formats Retired Formats

2.

9

Formats

No Longer

No Longer Used.

Used.

Do not use Do not use HorizontalHorizontal formats longer than a formats longer than a 2 x 1 proportion with 2 x 1 proportion with either the old logo or either the old logo or modernized logo, or the modernized logo, or the KFC lettertype. KFC lettertype. Do not use the

Do not use the Vertical Oval format. Vertical Oval format.

Do not use the Do not use the Horizontal Oval format. Horizontal Oval format.

These formats have all been retired, either because they no longer reflect the current brand spirit, These formats have all been retired, either because they no longer reflect the current brand spirit, or they are problematic for use in the field. Do not use any of these formats on new or remodeled or they are problematic for use in the field. Do not use any of these formats on new or remodeled buildings, or in new graphic applications.

buildings, or in new graphic applications.

A Note o

n Horizontal

Proportions:

In the 1997 Identity Manual there In the 1997 Identity Manual there was no limit to the length of horizontal was no limit to the length of horizontal fascia signage with repeating logos. fascia signage with repeating logos. Repeating the logo in signage is no Repeating the logo in signage is no longer allowed. Moving forward, the longer allowed. Moving forward, the signage must be replicated in the signage must be replicated in the exact logo proportions shown in this exact logo proportions shown in this manual. Any site-specific exceptions, manual. Any site-specific exceptions, such as landlord-controlled signage such as landlord-controlled signage sizes, must be submitted to market sizes, must be submitted to market leadership for review. All questions leadership for review. All questions on usage should be directed to Senior on usage should be directed to Senior Marketing Leaders.

Marketing Leaders. The updated logo The updated logo proportions also proportions also apply to apply to re-imaging programs. imaging programs. N O T E N O T E:: For replacement For replacement signage guidelines refer signage guidelines refer to the GFP Development to the GFP Development Standards Library Vol. IV. Standards Library Vol. IV.

NO NO NO NO NO NO NO NO NO NO

Do not repeat the logo, with either the old logo or modernized logo. Do not repeat the logo, with either the old logo or modernized logo.

Do not repeat the lettertype in either the old or updated style. Do not repeat the lettertype in either the old or updated style.

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SECTION 2 SECTION 2 Things Not to Do Things Not to Do

2.10

Ensuring a

Consistent

KFC Brand Image.

In order to maintain the integrity of In order to maintain the integrity of the KFC brand identity, this updated the KFC brand identity, this updated KFC YRI

KFC YRI Brand Identity StandardsBrand Identity Standards Manual prohibits distorting the logo or Manual prohibits distorting the logo or lettertype in any

lettertype in any of the ways shownof the ways shown here and on page 2.11.

here and on page 2.11. 1.

1.Never vary the crop of theNever vary the crop of the logo artwork. Refer to page logo artwork. Refer to page 2.6 for cropping guidelines. 2.6 for cropping guidelines. 2.

2.Never shift the Colonel toNever shift the Colonel to the left or right, up or down the left or right, up or down in any of the logo formats. in any of the logo formats. 3.

3. Never change the fixed angle Never change the fixed angle of the logo or lettertype in of the logo or lettertype in anyany of the approved formats. of the approved formats.

Continued, Continued,

1

Never vary the cropping. Never vary the cropping.

3

Never change the fixed angle of the logo or lettertype. Never change the fixed angle of the logo or lettertype.

NO NO NO NO NO NO NO NO NONO NO NO NO NO NO NO NO NO NO NO N NOO NNOO NNOO NO NO N NOO NNOO NO NO NO NO

2

Never shift, mirror, or modify the Colonel. Never shift, mirror, or modify the Colonel.

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NO

4.

4. Don’t manipulate the background Don’t manipulate the background shape of the logo formats in shape of the logo formats in any way.

any way. 5.

5. Never alter the defined position, Never alter the defined position, size, or colour of the KFC size, or colour of the KFC lettertype when used with the lettertype when used with the Colonel icon.

Colonel icon. 6.

6.Never change the colour of theNever change the colour of the logo, or secondary artwork. logo, or secondary artwork. 7.

7.Don’t distort or stretch the Don’t distort or stretch the logo,logo, lettertype, or any of the secondary lettertype, or any of the secondary artwork

artwork elemeelements.nts.

SECTION 2 SECTION 2 Things Not to Do Things Not to Do

2.11

4

5

Never change the position or colour of the KFC lettertype. Never change the position or colour of the KFC lettertype.

6

Don’t manipulate the background shape. Don’t manipulate the background shape.

NO NO N NOO NNOO NNOO NNOO NO NO • • K K F F C C • • F

F I I N N GGEERR L L I I C C K K I I N N ’ ’ G G O O O O D D W W O O R R L L D D F F A A M M O

O U U S S

C

C H H I I C CK K EEN N E E X X P P E E R R T T S S • • K K F F _C_C • •

Don’t Change

the Logo

, Lettert

ype, or Art

w

ork.

7

Never change the colour of the logo or secondary artwork. Never change the colour of the logo or secondary artwork.

Never stretch the logo, lettertype, or secondary artwork. Never stretch the logo, lettertype, or secondary artwork.

NO NO NO NO N NOO NNOO NNOO NONO NO NO NO NO NO NO N NOO NNOO N NOO NNOO NNOO NO NO NO NO NO NO NO NO

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SECTION 2 SECTION 2

1-Colour and Reverse Formats 1-Colour and Reverse Formats

2.12

1-Colour

Secondary Artwork.

Never reproduce a Never reproduce a negative reverse image of negative reverse image of the KFC logo where the the KFC logo where the Colonel forms a ghostly Colonel forms a ghostly negative image. negative image.

NO

Secondary Artwork

Secondary Artwork (includ(including theing the Medallions, and the Kentucky Fried Medallions, and the Kentucky Fried Chicken script and It’s Finger Lickin’ Chicken script and It’s Finger Lickin’ Good script) utilizes the image of the Good script) utilizes the image of the Colonel as a graphic element which Colonel as a graphic element which helps to visually communicate and helps to visually communicate and reinforce the KFC brand message. reinforce the KFC brand message. Secondary Artwork may only be Secondary Artwork may only be usedused in conjuction with a master logo. in conjuction with a master logo.

1-Colour Logos.

The 1-colour application is for use The 1-colour application is for use only as a

only as a secondary artwork elementsecondary artwork element or for

or for situationsituations when the 4-colours when the 4-colour master logo cannot be reproduced, master logo cannot be reproduced, (such as newspaper advertising and (such as newspaper advertising and on specialty premiums). on specialty premiums).

N O T E

N O T E::

Never use secondary artwork in Never use secondary artwork in place of the required master logo. place of the required master logo. Never use 1-colour artwork for Never use 1-colour artwork for exterior trade dress or site signage. exterior trade dress or site signage.

N O T E

N O T E::

No 2-colour artwork No 2-colour artwork versions are allowed. versions are allowed.

In reverse applications, it’s best to use the 1-colour In reverse applications, it’s best to use the 1-colour KFC logo that features a positive image of the Colonel, KFC logo that features a positive image of the Colonel, with a dark background to hold the Colonel’s image. with a dark background to hold the Colonel’s image.

For items such as engraved plaques and window glass For items such as engraved plaques and window glass decals use the Positive-Image Reverse logo with an outline. decals use the Positive-Image Reverse logo with an outline. The outline separates the Colonel from the dark background. The outline separates the Colonel from the dark background. All the ap

All the approved proved KFC Logo FormKFC Logo Formats can be ats can be reproducereproduced ind in 1-colour Positive-Image Reverse, with or without the outline. 1-colour Positive-Image Reverse, with or without the outline. In the Alternate Formats, the Colonel’s head should always In the Alternate Formats, the Colonel’s head should always be cropped exactly like the colour versions.

be cropped exactly like the colour versions. A freestand

A freestanding Coloning Colonelel may be used in may be used in 1-colour without the 1-colour without the KFC Lettertype. KFC Lettertype.

Use a dark field Use a dark field with a white or with a white or reversed outline reversed outline to hold the to hold the Colonel’s image. Colonel’s image. Maintain the Maintain the proportions as proportions as set out in the set out in the 4-colours formats. 4-colours formats.

Positive Reverse.

Don’t Don’t reproduce reproduce the 1-colour the 1-colour Freestanding Freestanding Logo on a Logo on a patterned patterned background. background. NO NO

Where the Colonel likeness is adapted as secondary Where the Colonel likeness is adapted as secondary brand artwork additional colours may be used, provided brand artwork additional colours may be used, provided it is clear that the Colonel’s image is intended to be a it is clear that the Colonel’s image is intended to be a secondary artistic element and not an exact replication of secondary artistic element and not an exact replication of the logo. At no time should secondary usage of a the logo. At no time should secondary usage of a 1-colour version of the Colonel overshadow primary logo 1-colour version of the Colonel overshadow primary logo communication requirements. communication requirements.

Secondary Artwork.

Head-only artwork Head-only artwork for use in artistic, for use in artistic, secondary graphics. secondary graphics.

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It is also acceptable to use

KFC and the Colonel separately.

An option for wearables is to use the

KFC lettertype independently from the

Colonel logo. It may be used with or

without the accent highlight. The preferred

colour application for the KFC lettertype

colour application for the KFC lettertype onon

wearables is KFC Rich Red or

wearables is KFC Rich Red or White. Tone-on-tone options may also beWhite. Tone-on-tone options may also be

used provided the thread colour is darker than

the fabric colour as shown to the right.

SECTION 2 SECTION 2 KFC Wearables KFC Wearables

2.13

Basic Guidelines.

Wearables play a prominent role Wearables play a prominent role in the KFC brand image. They in the KFC brand image. They offer visibility and association with offer visibility and association with the KFC brand.

the KFC brand.

From restaurant-wear to corporate From restaurant-wear to corporate and special-event wearables, the and special-event wearables, the KFC logo can be applied to a wide KFC logo can be applied to a wide variety of garments in a wide variety variety of garments in a wide variety of materials. We want to ensure of materials. We want to ensure that wearables are produced with that wearables are produced with the best possible representation of the best possible representation of our company.

our company.

Here are some basic guidelines to Here are some basic guidelines to follow when producing wearables with follow when producing wearables with embroidery or silk-screen. embroidery or silk-screen.

Professional

Branded

Apparel Items.

N O T E N O T E::

It is best to

It is best to embroiderembroider

directly onto fabric

rather than to silk-

screen or sew on an

embroidered patch.

Selecting the Colour

for the Material.

Consideration for a material colour that compliments our

KFC colour palette will ensure a professional end result.

Suggested material colours are:

White

White or or Black Black SlateSlate

Beige

Beige Olive Olive GreenGreen

Grey Brown

Deep

Deep RedRed

Material.

Tone-on-Tone.

Always use a thread dark

Always use a thread darker thaner than

the material when specifying

the same colour family for the

material and the embroidery or

silkscreen (as shown here).

N O T E N O T E:: Due to difficulties Due to difficulties in the execution of in the execution of wearables, the wearables, the KFC Light Warm KFC Light Warm Beige face tone is Beige face tone is omitted and replaced omitted and replaced with white. with white.

Recommended Wearable Logo Formats.

Never combine the Colonel

Icon with the KFC lettertype

when producing wearables.

Omit the outline in

1-colour applications.

NO

NO Use one of the

Use one of the master formats of the Cmaster formats of the Colonel logo when producing wearables:olonel logo when producing wearables:

Straight Bucket, Circle, Square, and 1 x 1.25 Vertical

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Colonel Medallions Colonel Medallions

3.

1

SECTION 3 SECTION 3

Secondary

Artwork.

The Colonel Medallion and The Colonel Medallion and the Secret 11 Medallion on the the Secret 11 Medallion on the following page, were created following page, were created to supply enhancement graphics to supply enhancement graphics to promotional materials or to promotional materials or in-store fixtures. in-store fixtures.

These secondary graphic These secondary graphic elements help visually elements help visually communicate and reinforce communicate and reinforce the KFC brand message by the KFC brand message by utilizing the image of the Colonel utilizing the image of the Colonel and trademarked phrases. and trademarked phrases.

Both the Colonel Medallion and Both the Colonel Medallion and the Secret 11 Medallions were the Secret 11 Medallions were created in three distinct styles to created in three distinct styles to reach specific market audiences: reach specific market audiences:

Traditional Traditional Classic Classic Urban Urban

Enhancing

Enhancing the Brand Message.

the Brand Message.

How to Use Medallions.

Always use one

Always use one colourcolour to reproduce the to reproduce the

Colonel Medallion.

For use as interior graphic design and artwork,

the Colonel Medallion may be scaled large or small.

It may also be cropped, depending on the needs

of the artwork.

Exterior trade dress applications

Exterior trade dress applications may may

incorporate the Colonel Medallion as a secondary

brand element, but:

No more than one

No more than one application may be used on the wallapplication may be used on the wall

surfaces of

surfaces of any given exterior building elevation.any given exterior building elevation.

No more than one

No more than one application may be used on the windowapplication may be used on the window

glass or entry door

glass or entry door glass of any given building elevation.glass of any given building elevation.

Requirements for Copy Changes

and Language Translations.

Any varia

Any variation in cotion in copy must bpy must be submitted e submitted toto Senior Marketing Leadership.

Senior Marketing Leadership.

Trademark clearance is required in every market that intends Trademark clearance is required in every market that intends to use the Colonel Medallion or the Secret 11 Medallion. to use the Colonel Medallion or the Secret 11 Medallion. Markets must check with Yum Trademark prior to usage. Markets must check with Yum Trademark prior to usage. The copy inside the Colonel Medallion and the Secret 11 The copy inside the Colonel Medallion and the Secret 11 Medallion is a fixed part of this brand trademark element. Medallion is a fixed part of this brand trademark element. This copy cannot be changed in the field without prior This copy cannot be changed in the field without prior approval from YRI Marketing and YRI Legal. approval from YRI Marketing and YRI Legal. If copy is translated into a local language in a market, If copy is translated into a local language in a market, the translation must be submitted to Yum Trademark the translation must be submitted to Yum Trademark Counsel for review.

Counsel for review.

Traditional

Style

Bodo

Bodoni ni BoldBold

Classic

Style

Bookman Old Style Italic Bookman Old Style Italic

Urban

Style

Microgramma Med. Extended

Positive Positive Colonel Colonel Medallion Medallion Artwork Artwork Reversed Reversed Colonel Colonel Medallion Medallion Artwork Artwork N O T E N O T E::

Never use the Colonel Medallion in

place of the required Colonel logo.

Never use the Colonel Medallion

directly adjacent to, or intersecting

with, the full Colonel logo or the

KFC Lettertype.

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t t h h e e c c o o l l o o n n e e l l ’ ’ s s e e l l e e v v e e n n s s e e c c r r e

e t t h h e errbbs s & & s s p p i i c c e e

s

s H

H o o m m e e

o

o f f t t h h e e

s s e e c c r r e e t t e e l l e e v v e e n n s s p p i i c c e e s s

Traditional

Style

Bodo

Bodoni ni BoldBold

Classic

Style

Bookman Old Style Italic Bookman Old Style Italic

Urban

Style

Microgramma Med. Extended

How to Use Medallions.

The Secret 11 Medallions can be used in a

similar fashion to the Colonel Medallions on

the previous page.

Always use one

Always use one colourcolour to to

reproduce the Colonel Medallion.

Exterior trade dress applications

may incorporate the Colonel Medallion

as a secondary brand element, but:

No more than one application may be

used on the wall surfaces

used on the wall surfaces of any givenof any given

exterior building elevation.

No more than one application may be

used on the window glass or entry door

glass of any given

glass of any given building elevation.building elevation.

No more than one application

No more than one application may be may be

used on the wall surfaces of any given

exterior building elevation.

No more than one application

No more than one application may be may be

used on the window glass or entry door

glass of any given building elevation.

Important!

Important! The Secret 11 Medallions are The Secret 11 Medallions are

designed to be used as stand-alone artwork

and should never be directly combined

and should never be directly combined withwith

other signs or Colonel Icon elements.

Secret 11 Medallions Secret 11 Medallions

3.2

SECTION 3 SECTION 3 It is acceptable to

It is acceptable to crop the Secret 11crop the Secret 11

Medallion artwork. Always place medallions

against another graphic or

against another graphic or building elementbuilding element

to define the cropping line. Cropped versions

of medallions should never be placed in the

middle of any graphic or

middle of any graphic or window frame.window frame.

It is necessary to rotate the type around the

medallion to ensure the complete message

is legible. Also, delete any letters that

is legible. Also, delete any letters that areare

partially cropped where they run off of the

defined edge.

Secondary Graphics for

Unique

Unique Markets.

Markets.

Reversed Urban

Style

Microgramma Bold Extended

Design Styles

Directed to

Three

Indivi

dual

Audiences.

Like the Colonel Medallion on the Like the Colonel Medallion on the preceding page, the Secret 11 preceding page, the Secret 11 Medallion provides enhancement Medallion provides enhancement graphics to promotional materials graphics to promotional materials and in-store fixtures. and in-store fixtures. N O T E

N O T E::

Never use the Secret 11 Medallion in

place of the required Colonel logo.

Never use the Secret 11 Medallion

directly adjacent to, or intersecting

with, the full Colonel logo or

with, the full Colonel logo or thethe

KFC Lettertype.

Cropping Guidelines

The Urban Style 11 artwork in both the

positive and reversed formats is

positive and reversed formats is customizedcustomized

and for use only with

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Finger Lickin’ Good Script Formats Finger Lickin’ Good Script Formats

3.3

SECTION 3 SECTION 3

A

Time-honored

Famous Phrase.

1-Colour Scripts.

1-colour usage is restricted to interior art

or graphic elements only.

The Script lettertype helps impart a feeling of warmth The Script lettertype helps impart a feeling of warmth and authenticity, and it is used primarily as a secondary and authenticity, and it is used primarily as a secondary brand artwork element. It should be used sparingly. brand artwork element. It should be used sparingly.

Heritage Script - use for all mediums.

Classic Script - use for all mediums.

Solid Script in KFC Rich Red.

N O T E

N O T E::

For all of the colour options For all of the colour options log onto www.kfclogos.com log onto www.kfclogos.com

KFC trademarks always need a

KFC trademarks always need aTMTM. Once they are officially. Once they are officially registered with the local country trademark office, the registered with the local country trademark office, theTMTM

should be changed to should be changed to®®..

Local markets are responsible for checking with Yum Local markets are responsible for checking with Yum Trademark Counsel in Dallas to determine the registration Trademark Counsel in Dallas to determine the registration status of any trademark.

status of any trademark.

Remember:

Vintage Script - use for all mediums.

The Vintage Script was adapted from the original chicken bucket type.

Solid Script in KFC Rich Red.

Secondary Artwork.

Our trademark phrase: “it’s finger lickin’ good” helps to communicate Our trademark phrase: “it’s finger lickin’ good” helps to communicate and reinforce the KFC brand message with the use of our trademarked, and reinforce the KFC brand message with the use of our trademarked, famous phrase. Use it on promotional materials or in-store fixtures as famous phrase. Use it on promotional materials or in-store fixtures as an enhancement graphic.

an enhancement graphic.

N O T E

N O T E::

Our trademark phrase is “it’s finger

lickin’ good” – always include the

word “it’s” when using this time-

honored famous slogan.

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KFC Delivery Logo Formats KFC Delivery Logo Formats

3.4

SECTION 3 SECTION 3

Promotion

For Stores Offering

Delivery.

(99-9)9 999 999

Use both face tones for print and broadcast applications:

Merchandising

Packaging

Advertising

Business & Promotional Materials

TV

Use a modified format and omit

the KFC Light Warm Beige for:

Signage

Wearables

Application

s Where the F

ace

Tone is Not Reproducible

N O T I C E

N O T I C E::

In the 3-colours logo, In the 3-colours logo, KFC Light Warm Beige KFC Light Warm Beige face tone is omitted. face tone is omitted.

Make an Impact

with the Addition of

a Delivery Logo.

The delivery logo formats have been The delivery logo formats have been designed to have a memorable visual designed to have a memorable visual impression on packaging, television, impression on packaging, television, signage, and other marketing signage, and other marketing materials. For locations offering materials. For locations offering delivery, this logo leaves a strong delivery, this logo leaves a strong impact across all mediums, including impact across all mediums, including 1-colour applications.

1-colour applications.

The addition of a delivery logo will The addition of a delivery logo will enhance the refreshed, contemporary enhance the refreshed, contemporary restaurant designs currently being restaurant designs currently being introduced in all worldwide markets. introduced in all worldwide markets.

Log onto www.kfclogos.com to download Log onto www.kfclogos.com to download the native file and modify the phone number the native file and modify the phone number for a specific store. The phone number for a specific store. The phone number option, in either vertical or horizontal format, option, in either vertical or horizontal format, is set in the Arial font and it is surrounded is set in the Arial font and it is surrounded by a white field for use on any background. by a white field for use on any background.

N O T E N O T E::

There are no 2-colour versions of the Delivery Logos.

This black and white version below is

This black and white version below is especially usefulespecially useful

on coupons and in newspaper advertising. For all of the

valid formats, go to www.kfclogos.com.

(99-9)9 999 999

Horizontal Format without the Phone Number.

Horizontal Format without the Phone Number. Vertical Form Vertical Format withoat without the Phonut the Phone Numbee Number.r.

An Option t

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KFC Express Logo Formats KFC Express Logo Formats

3.5

SECTION 3 SECTION 3

Use both face tones for print and

broadcast applications:

Merchandising

Packaging

Advertising

Business & Promotional Materials

TV

Use a modified format and omit

the KFC Light Warm Beige for:

Signage

Applications W

here the Fa

ce

Tone is Not Reproducible

N O T I C E

N O T I C E::

In the 3-colours logo, KFC Light Warm Beige In the 3-colours logo, KFC Light Warm Beige face tone is omitted.

face tone is omitted.

Convenience

Locations now have

an Express Logo.

The addition of “Express” to The addition of “Express” to the Updated KFC Logo identifies the Updated KFC Logo identifies the convenience of pre-packaged the convenience of pre-packaged products to our customers. products to our customers.

To further enhance the impact and To further enhance the impact and to highlight the “Express” message, to highlight the “Express” message, the new logo has been designed the new logo has been designed with an additional yellow colour. with an additional yellow colour. The colour specifications for the The colour specifications for the 4-Colours Express logo, and the 4-Colours Express logo, and the Express Signage formats are detailed Express Signage formats are detailed at right.

at right.

Promotion

For Locations Offering

Express.

KFC Rich Red - PANTONE

KFC Rich Red - PANTONE®®₁₈₇₁₈₇

KFC Rich Black - PANTONE

KFC Rich Black - PANTONE®®_Black_Black

KFC Medium Warm Beige - PANTONE

KFC Medium Warm Beige - PANTONE®®_{727 CV*}_{727 CV*}

KFC Light Warm Beige - PANTONE

KFC Light Warm Beige - PANTONE®®_{9201 CV*}_{9201 CV*}

KFC Express Yellow - PANTONE

KFC Express Yellow - PANTONE®®_123*_123*

* CV

* CV indicates the CMYK formula has been adjusted from the indicates the CMYK formula has been adjusted from the standard standard

PMS breakdown. See page 4.1 for the custom CMYK Formulas.

5 Spot Colours.

The modernized KFC Expressl logo has the addition of KFC The modernized KFC Expressl logo has the addition of KFC Express Yellow to enable maximum colour impact for print and Express Yellow to enable maximum colour impact for print and broadcast applications. broadcast applications. Signage 3M Signage 3M®® Vinyl Colours Vinyl Colours KFC Rich Red - 3M 3630-53 KFC Rich Red - 3M 3630-53 KFC Rich Black - 3M 3630 KFC Rich Black - 3M 3630-22-22

KFC Medium Warm Beige - 3M 3630-0647

White Diffuser - 3M 3635-30

Bright Red, Deep Burgundy and

Express Yellow are for signage

Express Yellow are for signage only.only. KFC Deep Burgundy - 3M 3630-2395

KFC Deep Burgundy - 3M 3630-2395

KFC Bright Red - 3M 3630-2658 (

KFC Bright Red - 3M 3630-2658 (This colour optional on Signage) This colour optional on Signage)

KFC Express Yellow - 3M

KFC Express Yellow - 3M 3630-25 (Sunflower)3630-25 (Sunflower)

N O T E N O T E::

The 3M

The 3M ™ ™ _Scotchcal_Scotchcal™ ™

Translucent Film Translucent Film Series 3630 is used Series 3630 is used for second-surface for second-surface applications. applications.

Use 3M Film Series

3632 for first-surface 3632 for first-surface applications. applications. N O T E N O T E:: The KFC Bright Red halo is optional on

The KFC Bright Red halo is optional on

signage. Please go to kfclogos.com for

valid signage artwork files.

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SECTION 4 SECTION 4

Available Downloads at www.kfclogos.com Available Downloads at www.kfclogos.com

4.2

Electronic

Artwork

to

Download.

4-COLOUR 4-COLOUR 1 x 1 1 x 1 1.25 x 1 KFC 1.25 x 1 KFC 1 x 1.25 1 x 1.25 1 x 1.5 1 x 1.5 Bucket Straight Bucket Straight Circle Circle Circle KFC Circle KFC • • • • • • • • • • • • • • 3-COLOUR 3-COLOUR 1 x 1 1 x 1 1 x 1.25 1 x 1.25 Bucket Right Bucket Right Circle Circle • • • • • • • • Black Black

Black with Highlight

Red with Highlight

White

White with Highlight

• • • • • • • • • •

M

a

s

t

e

r

L

o

g

o

s

Signage Artwork

S

e

c

o

n

d

a

r

y

A

r

t

w

o

r

k

COLONEL LOGO COLONEL LOGO SQUARE SQUARE 1 x 1 1 x 1 • • HORIZONTAL HORIZONTAL 1.25 x 1 1.25 x 1 1.25 x 1 KFC 1.25 x 1 KFC 1.5 x 1 1.5 x 1 1.5 x 1 KFC 1.5 x 1 KFC 1.75 x 1 KFC 1.75 x 1 KFC 2 x 1 KFC 2 x 1 KFC • • • • • • • • • • • • VERTICAL VERTICAL 1 x 1.25 1 x 1.25 1 x 1.5 1 x 1.5 1 x 1.75 1 x 1.75 1 x 2 KFC 1 x 2 KFC • • • • • • • • BUCKET BUCKET Bucket Straight Bucket Straight • • BLADE BLADE Circle Circle Circle KFC Circle KFC • • • • LETTERTYPE LETTERTYPE Red/Highlight Red/Highlight White White White/Highlight White/Highlight • • • • • • Heritage 2-Colour Heritage 2-Colour Heritage Black Heritage Black Heritage Red Heritage Red • • • • • •

KENTUCKY FRIED CHICKEN SCRIPT

KFC LETTERTYPE KFC LETTERTYPE

To download

logos, signage, or

secondary artwork

log onto

www.kfclogos.com

Heritage Red 2 Line

Heritage Red 3 Line

•

1

11 Black Classic 1 Black Classic StyleStyle

1

11 Black 1 Black Traditional StyleTraditional Style

1

11 Black Ur1 Black Urban Styleban Style

1

11 Black Urban St1 Black Urban Style Boldyle Bold

Colonel Classic OR Solid

Colonel Classic OR White

Colonel Classic World Solid

Colonel Classic World White

• • • • • • • • • • • • • • • •

COLONEL & SECRET 11 MEDALLIONS

Colonel Traditional OR Solid

Colonel Traditional OR White

Colonel Traditional World Solid

Colonel Traditional World White

Colonel Urban OR Solid

Colonel Urban OR White

Colonel Urban World Solid

Colonel Urban World White

• • • • • • • • • • • • • • • •

FINGER LICKIN’ GOOD SCRIPT

Heritage Red Heritage Red Classic Red Classic Red • • • • SQUARE SQUARE 1 x 1 1 x 1 • • HORIZONTAL HORIZONTAL 1.25 x 1 1.25 x 1 1.25 x 1 KFC 1.25 x 1 KFC 1.5 x 1 1.5 x 1 1.5 x 1 KFC 1.5 x 1 KFC 1.75 x 1 KFC 1.75 x 1 KFC 2 x 1 KFC 2 x 1 KFC • • • • • • • • • • • • VERTICAL VERTICAL 1 x 1.25 1 x 1.25 1 x 1.5 1 x 1.5 1 x 1.75 1 x 1.75 1 x 2 KFC 1 x 2 KFC • • • • • • • •

COLONEL WITH THE HALO

COLONEL WITHOUT THE HALO

Classic 2-Colour Classic 2-Colour Classic Black Classic Black Classic Red Classic Red • • • • • • DELIVERY LOGOS DELIVERY LOGOS HORIZONTAL HORIZONTAL

Plain: 4, 3, & 1 Colour

With Number: 4, 3, & 1 Colour

•

ONE COLOUR LOGOS

Colonel 1x1 Black

Colonel Black

Colonel Head Black

• • • • • • VERTICAL VERTICAL

• • • • EXPRESS LOGOS EXPRESS LOGOS 4-COLOUR 4-COLOUR

• • • • SIGNAGE SIGNAGE

With the Halo

Without the Halo

•

Proprietary Classic Script Font

KFC Classic Script

•

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