Taco Bell’s logo has long been seen as unappetizing as the news reports of the meat slurry used in its food. But reception of the fast-food company’s first identity revamp in 20 years has been perhaps even more tepid.
Lippincott, working with Taco Bell’s in-house design arm TBD, has created a stripped-down logo that largely sucks the magenta-colored lifeblood out of a company personality that was weird but fun, like friends who might drag you out for a Beefy Crunch Burrito with Flamin’ Hot Fritos at 2 a.m.
The revised design offers some advantages, according to a Taco Bell press release. “In this modern take, color makes a splash and allows customization through patterns and textures, giving usage flexibility while maintaining its iconic framework... Digital rollout of the logo refresh takes place immediately, while physical assets like restaurant design, packaging and impacted retail partners will roll out more gradually, depending on development and refresh timelines.”
The new identity coincides with the opening of a flagship store in Las Vegas, called Taco Bell Cantina. Other Cantina stores are already operating in Chicago, San Francisco, and Austin. Cantinas will offer merch, alcohol (beer, wine, and alcohol-infused “Freezes”), more digital service, and tapas-style menus.
Read more details behind the new logo here.