Chick-fil-A

Brand Identity

Chick-fil-A’s original logotype, while clever and charming, lacked the nuance required for a brand of its size.

Each letter and shape was redrawn from scratch. The cap “C” was reduced to a more appropriate height in relation to the rest of the letters. The line weight was carefully crafted to be more evenly weighted and lighter for a more modern feel, while the beak was simplified to look more, well, chicken-like.

As a result, the new logo is easier to read at all sizes, both in small digital formats and from a distance in signage applications. And most importantly, the updates were subtle, allowing the rollout to happen gradually, and guaranteeing customers weren’t left confused.