The Hindu Business Line : New logo for KFC

What is big enough to fit in 265 Statue of Liberties? Or what is 6.6 times bigger than the size of the Taj Mahal dome? It is the 87,500-sq-ft new face of Colonel Sanders, the official logo of the multinational quick service restaurant chain, KFC.

The company on Tuesday kicked off its global re-image campaign with the unveiling of the massive logo that the company claimed was visible from outer space. Appropriately, it is being referred to as the "Face from Space'. The logo, built at one of the restaurants in Nevada, USA, consists of 65,000 one-foot-by-one-foot painted tile pieces, assembled like a jigsaw puzzle, and 12,000 eggshells.

Outlets

KFC's new global image is also in the process of being rolled out in the 14,000 outlets that it owns across 80 countries and will be completed within the next five years. The new logo depicts Colonel Sanders with his signature string tie, but replaces his classic white, button-down suit with a red apron. "The apron symbolises the home-style culinary heritage of the brand," said Mr Sanddep Kohli, MD, Yum! Restaurants, Indian Sub-continent.

Restaurant design

"The new logo is an effort to contemporise not only the looks of the brand logo, but also the restaurant design, advertising, packaging and also the uniforms," said Mr Graham Allan, President of Yum! Restaurants International.

"In India, our customers will be able to see these changes in our restaurants in the next few months as we roll out this re-imaging programme. The logo communicates a progressive and vigorous spirit for KFC and prepares the brand for future growth," said Mr Arvind Mediratta, Chief Marketing Officer, Indian Sub-Continent, Yum! Restaurants. The company currently has 50 outlets in the northern and eastern regions of India.