Final manual

Live Mรกs

1

Index About

(3)

Evolution (4)

Brand Identity (5)

Brand Values (6) Logo Analysis (7) Competitors (8) Rebranding

(9)

Logo Redesign (10) Colour Variations (11) Logo Dimensions & Use (12) Stationery (15) Don’ts 2

About Taco Bell is a popular American chain of Tex-Mex fast-food restaurants based in California. It was founded in 1962 by Glenn Bell, went public in 1970 with 325 restaurants, and now has an international presence of over 5,000 restaurants. What is intriguing about this company is the brand strategy change it has undergone in recent years, “positioning the brand for Millennials.� Taco Bell has been effective in reaching their target demographic through innovative methods, becoming a leading force in the fast-food industry

Taco Bell is the nation’s leading Mexican-inspired quick service restaurant (QSR) brand. They serve made-to-order and customizable tacos and burritos, among other craveable choices, and are the first QSR restaurant to offer American Vegetarian Association (AVA)-certified menu items. Taco Bell and our more than 350 franchise organizations operate nearly 6,500 restaurants across the United States that proudly serve about 40 million customers every week.

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Evolution

1962 -1972

1972 -1984

1992 -1994 (Temporary)

1985 -1994

1994 -2016

Current

4

Brand Identity Since 1962, Taco Bell has been serving up creative, Mexican-inspired menus, while continually redefining the restaurant experience to reflect their customers’ maturing tastes. Embodying their mantra to “Live Más”, the company is no stranger to innovation. But, approaching 2017 the fast-casual restaurant segment had evolved, with brands vying for the savvy millennials who demanded more from their food experiences.

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Brand Values

Affordable Youthful-Millenial Unique

Variety - A lot of options

Flexible - Ready for a Change

Customer Loyalty Healthy Fresh

6

LogoAnalysis

The Taco Bell Logo has three main colours. But each colour has a different meaning hidden behind it. Their main colour of the logo is bluish purple which indicates luxury. Taco bell wants to give you the luxury of delicious tacos made ready for you. The next main colour is pink. Pink shows youthfullness and affection, also trying to get you to think that the food is healthy. Plus the yellow little bell is like energy and happiness. Energy from the drinks they serve and just all together happiness from going to Taco Bell. They have used the shape of the bell to go with the logo in particular. And to call in their customers since bell can be associated with calling someone or getting someone’s attention.

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Major Competitors

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Rebranding

Final selcted logo

Despite all the efforts the brand has done in order to change the logo to make it more simple and sophisticated the logo still remains very rigid and stiff. There is no use of warm colours so as to give it a more tastier feel as compared to its competitors and also it doesn’t go with its target customers.

The redesigned logo is trying to give it a more Mexican feel by adding the Red chilly in place of the letter “C�. The logo also has a bell which maintains the connection between the brand and the customers.. The colours used serve the purpose of the brand to give fresh food and keep the customers happy and enlightened.

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Logo Redesign RED CHILLY : To give Mexican feel to the logo which the brand serves.

YELLOW BELL : To have essence of the name of the brand.

CUSTOMIZED FONT : Little Flowy, Soft Edges To make it more Eccentric and relatable for the Target Customers

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GREEN GONG : To indicate the freshness in food.

Colour Variations

000000

005826

ee1c24

fff200

C : 75

C : 100

C:0

C:0

M : 68

M:0

M : 100

M:0

Y : 67

Y : 100

Y : 100

Y : 100

K : 90

K:0

K:0

K:0

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Logo Dimensions

x

H

y

H = Height, L = Length, Capital Letter Height (x) = 3.5 units Small Letter Height (y) = 2 units Standard Proportion (H : L) = 11 : 34 Ascender = 2 units Descender = 0.5 units

L

z1

z1 = Clear Space z2 = Space Between Words

z2

MINIMUM Width (w) = 5units

w

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Don’ts

Without the bell

Increase space between the words.

Enlarge Disproportionately

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Use

Poster 14

Stationery

Collaterals 15

Table Cloth 16

Stationery

Menu Card 17

Stationery

Packaging 18