Logos In The News
October 19, 2011

A Shiny New Chili's

by Anne Hellman

Classic Chili's Logo

The popular American chain restaurant has begun rolling out a redesigned chili pepper logo in the wake of a new ad campaign by Hill Holliday, Boston. A redrawn chili fruit, complete with a clearer apostrophe stalk and a change of typeface on the letter S (now in Sari), will grace new menu items and appear in 61 redesigned restaurants across the United States.

brandingsource.blogspot.com | nytimes.com

Like what you see? You, too, can join our tribe of quality designers and marketers who continue to make their mark by utilizing the invaluable resource that is LogoLounge.com.
Click to get more information and join the LogoLounge Community!

15 Comments

Michael Hughes

Going more natural a la Chipotle/Qdoba's marketing.

13 years ago

Christine

I like it, I just feel that the bright red could be toned down a bit. (For some reason it's hurting my eyes.) The logo needed the update. The older "beveled-embossed" look is so....90's...

13 years ago

Teto

i still love the previous one

13 years ago

eric|von|leckband

Great move, the old 3-d cartoon logo has always bugged me. This should allow for more versatile uses across all marketing channels.

13 years ago

EnergonCube

I like the new one, but the chili could be drawn better. I still hate the place, though. And a new logo isn't enough to change my mind about that.

13 years ago

Jeff Halmos

Nice move. Getting rid of the shadowing always steps a logo up to the symbolic level it should be. Like how the apostrophe is more obvious yet still tied to the pepper. But the "S" is visually too low. They've matched the baselines of the pepper and "S" but they shouldn't have.

13 years ago

Tommy

I guess its not a bad idea, not digging the execution.

13 years ago

John D

The old design is better but getting rid of the 3D look is good. I agree about the base lines of the S and the pod, they should not be even.

13 years ago

Mike Bruner

Like the new one better. Fresher in my book. But have to agree on redrawing the chili peper itself. Doesn't match the clean lines on the "S" and stem. Plus it shouldn't line up on the bottom. But I think its a step up from the dated 3D chili.

13 years ago

nux

love the new logo...the old one doesn't look like chili because of the green thing that covers the top part.......looks more like a christmas ornament

13 years ago

Josh

Interesting. I like the simple new logo, just reminds me of applebees in everyway, I cant get it out of my brain haha. THe color scheme as well.

13 years ago

MsDalfo

I really, really dislike this new logo. I feel like a first year design student would have chosen this company for a rebranding project, and come up with the same result. When I first saw it in the commercials around October last year, I thought it was a joke. I guess I may have nostalgic love for the typographic old one as well.

12 years ago

Mlcnur r

Kolvge nwiwma Buy viagra from canada

4 years ago

cialis coupon

Iszjzc aapuvi Viagra cialis 20

4 years ago

Estherboode

Nikhhk wbbekz Sales cialis canadian pharmacy

4 years ago

What do you think?