The image in discuss is the Chick-Fil-A logo. This logo is featured all over Chick-Fil-A product and services that appear both within the restaurants and outside the restaurants. This logo is the main mark that Chick-Fil-A uses to associate themselves with. The logo is made up of text with slight graphic embellishments around the initial C that appears in the logo.
The logo is made up entirely of a script-like cursive typeface that displays all of the letters of the company name, Chick-Fil-A. The typeface in the logo also contains rounded terminal that makes the typeface bubbly. The only color that is used in this logo is the color red, which is a pantone color that is specific to the brand. This means that the color used in this logo should be consistent across all uses, the only exception being those that are permitted within the brand guidebook for the company. There are a few graphic elements that have been placed around the “C” of the typeface in order to create an abstract appearance of a chicken. These graphic elements consist of four ovals above the C which diminish proportionately in size as they follow the stroke of the C. There is a triangular shape that is placed directly above the “h” that the viewer visually connects with the C in order to aid the visibility of the chicken figure. To top it off, there is a small oval that represents an eyeball that is placed within the bowl of the C. Overall the design is minimalistic but still effective in communicating the main item that the brand sells, chicken.
This particular logo for Chick-Fil-A has been in use for many years and because of this, the logo is recognizable for the brand. Despite the fact that the logo spells out the name of the company, people immediately recognize its association with the quick service restaurant chain. The age of the logo speaks volumes for the excellence in its design because people immediately identify with the logo. The logo itself gives off a classic vibe that allows the consumers to feel as though they can trust the brand. A classic vibe means that the logo has not been changed or altered with the design trends throughout the years. While competitors change their logos and typefaces to reflect design trends over the years and for different campaigns, Chick-Fil-A has kept their logo over time that also gives it a timeless aesthetic. The logo is associated with the company that is known for its excellent customer service and speed in deliverance of food and beverage orders.
To conclude, the logo is very successful because it has been able to last so long as the company’s logo and also because it says a lot about the company at a very minimal level. Chick-Fil-A’s main good for sale is chicken and this logo is very effective at showcasing what the company does while comforting the viewer at the same time.