Global Brand Identity Standards

© 2006 YUM! Brands, Inc.

June

20 06

© 2006 YUM! Brands, Inc. All rights reserved. This manual may not be reproduced or transmitted in whole or in part in any form or by any means, whether electronic or mechanical, including by photocopying, email, website postings or through any information storage and retrieval system, without prior written permission from Yum! Brands, Inc.
 A Reference Manual for the Updated KFC Image. SECTION 1

Global Brand Identity Standards: J u n e 2 0 0 6 © 2006 YUM! Brands, Inc.

Global Consistency
for the KFC Logo and
Trade Dress Signage. SECTION 1 - INTRODUCTION SECTION 3 - ADDITIONAL ELEMENTS Find What You’re Section Numbers
are always listed in the
This manual is designed for easy 1.1 Introduction to the 2006 Updated Logo 3.1 Colonel Medallions Looking for, and upper right hand corner
of every page.
access to the information needed to 1.2 Introduction to the 2006 Identity Standards 3.2 Secret 11 Medallions Download Artwork.
reproduce the updated KFC logo. These 1.3 Important Guidelines and Restrictions
SECTION 4 - COLOUR SPECS & DOWNLOADS Please refer back to this page to
standards ensure a consistent global
SECTION 2 - KFC LOGO USAGE 4.1 Colour Specifications and find section and page numbers.
presentation of the KFC Identity which
2.1 KFC Logo Master Formats & Colours Colour Matching Systems For a complete list of electronic
is critical to the success of our brand
for these reasons: 2.2 Master Signage Formats & Colours 4.2 Available Downloads at www.kfclogos.com downloads, see page 4.2 or log onto

Key signage identifies more than just 2.3 Colonel Face Tone Reproduction Guidelines www.kfclogos.com.
the location of the restaurant. It also 2.4 KFC Lettertype Formats and Colours
communicates the quality and value 2.5 Kentucky Fried Chicken Script Formats
of the brand.
2.6 Logo Cropping Guidelines
The logo represents the essence of the
2.7 Important Logo Trademark Guidelines
brand, and instills loyalty with consumers.
2.8 Retired Formats
The logo is protected by IP Laws
2.9-10 Things Not to Do
which guard against infringement Page Titles and Page Numbers
and copying the KFC concept.
2.11 1-Colour and Reverse Formats The page titles listed in this
2.12 KFC Wearables Table of Contents are repeated
Inconsistent usage of the KFC Logo in the bottom right-hand corner
and Trade Dress Signage could weaken NOTE: of every page.
and dilute the message to consumers Page numbers contain the
Any variance from the materials and standards
about the brand. Section Number followed
published in this manual requires prior approval. by a period and the page
Direct all logo and trademark Please direct all inquires to your marketing leader. number of that section.
questions to YUM! Trademark
Counsel in Dallas.
Table of Contents

Document colours vary widely when viewed electronically or printed to office printers. Refer to page 4.1 for colour matching guidelines. 1.0

Global Brand Identity Standards: J u n e 2 0 0 6
Why Update our
Logo Now?
The modernized Colonel logo has
been designed to have a powerful
effect on packaging, television, signage,
and other marketing materials. The
logo now leaves an even stronger
visual impression across all mediums,
including 1-colour applications where
the previous logo was less successful.
The modernized logo has also been
updated to enhance the impact of the
refreshed, contemporary restaurant
designs currently being introduced
in all worldwide markets. It can
successfully coexist with the current
logo, allowing cost-effective market
implementation plans.
The design revitalizes a time-honored
icon, and energizes the KFC brand.
The Colonel would have been proud
to see KFC follow through with
such innovation and improvements!
Document colours vary widely when viewed electronically or printed to office printers. Refer to page 4.1 for colour matching guidelines.
A Modernized Look for a Global Icon. SECTION 1
© 2006 YUM! Brands, Inc.
Moving Forward by Looking Back. Highlights of the Modernized Colonel Logo.
Part of what has made KFC so successful is Youthful energy. The trademark look
Sharp contrasts and simplified with modern flair.
a commitment to trying new things, coupled
line work make the Colonel The famous glasses, goatee
with a keen respect for its core brand and image. and string tie ensure the
more youthful, energetic and
That’s also the thinking behind the revitalized contemporary. He was only 65 most familiar face in fast food
stays that way.
Colonel Icon Design. It’s forward-thinking with when he started the franchise
and today’s 65-year-olds are Also, the Colonel now wears
an appreciation for the company’s rich heritage.
staying more active and looking a red apron, reminding
younger—this logo reflects that. customers that he was more
Both young and old relate to the Colonel as a
A bigger smile also makes the than just the face of Kentucky
real person, and an inventive cook. This fresh design Fried Chicken—he was a
Colonel appear more friendly and
ties us back to the heritage of the company, while welcoming, kindly inviting every passionate and inventive
cook as well.
bringing the brand image forward into the present. customer to stop by for a meal.
A richer colour palette.
Black, white, rich reds and
subtle flesh tones give the
logo a warmer appearance
It’s the modern face of with more global food appeal.
KFC and it’s set to propel These colours also allow
greater flexibility for use in both
the brand forward into the streetscape and consumer
21st century. touchpoint applications.
Introduction to the 2006 Updated Logo
1.1
 2006 Manual Content Overview. SECTION 1

Global Brand Identity Standards: J u n e 2 0 0 6 © 2006 YUM! Brands, Inc.

Logo and Signage

Manual Scope.
The main updates to the identity
system elements presented in the
2006 manual are as follows:
MASTER ART WORK ELEMENTS
1. Modernized Master Logo
2. Updated KFC Lettertype
Master Logo Elements: a Quick Summary.
1 Modernized Colonel Logo
Find Colonel logo artwork and cropping on 2.6.
Go to 2.2 for signage logo artwork and cropping.
Exceptions and Inquiries.
2 Refreshed KFC Lettertype
Go to 2.4 for complete artwork and usage guidelines.
Direct all logo and trademark questions
to YUM! Trademark Counsel in Dallas.
Direct all application inquiries to
local marketing leadership.

SECONDARY ART WORK ELEMENTS

3. Kentucky Fried Chicken Script Font

4. Colonel and Secret 11 Medallions

Secondary Artwork Elements. NOTE:

Inquiries for exceptions are carefully
These enhancement graphics help visually communicate and reinforce the KFC brand Colonel Medallion and Secret 11 Medallion artwork:
message by utilizing the image of the Colonel and our famous trademarked phrases.
4 See 3.1-3.2 for graphic styles and cropping guidelines. reviewed, but seldom approved.

3 Kentucky Fried Chicken Script

Complete artwork and usage guidelines are on 2.5. PE
TR
ADITION SIN
CE
et
ele
ven spice
s
:
CI

cr
19

H
ORIGINAL RE

39

e of the se

om
•

e of the s
KFC •
CE

om
•K

e
H

cr
IE
F

•
et
C

PE
:
SH X
s
ven spice
ele
ARE
THE E Introduction to the 2006 Identity Standards

Document colours vary widely when viewed electronically or printed to office printers. Refer to page 4.1 for colour matching guidelines. 1.2

Global Brand Identity Standards: J u n e 2 0 0 6
The Need for Tighter
Guidelines.
As always, there is no market flexibility
for logo application in marketing and
trade dress materials. Markets are
accountable to represent the logo exactly
as specified in this revised standards
manual. The only rare exception will be
when approval is granted from YUM!
Trademark Counsel in advance of any
local market modifications.
Updated restrictions
include:
Revised proportion guidelines.
Non-standard signage sizes require
pre-approval before any “stretching.”
Retired logo formats that will not be
allowed on new applications.
Document colours vary widely when viewed electronically or printed to office printers. Refer to page 4.1 for colour matching guidelines.
Protecting the KFC Brand Image.
Important Legal Notes and Required Guidelines.
1. The Logo may not be used in any manner that might imply
that any non-KFC materials, including but not limited to goods,
services, websites, or publications are sponsored, endorsed,
licensed by, or affiliated with KFC.
2. The Logo may not be displayed as a primary or prominent
feature on any non-KFC materials. Companies using the Logo
pursuant to these guidelines must also display in the primary
and more prominent position, their own logo(s), business name,
product names, or other branding.
3. The Logo may not be used in a manner that would
disparage KFC Corporation or its products or services.
4. The Logo must be used as provided by KFC Corporation
with no changes, including but not limited to changes in the
colour, proportion, or design, or removal of any words, artwork,
or trademark symbols. The Logo may not be animated, morphed,
or otherwise distorted in perspective or appearance.
5. Use only approved KFC logo artwork, and include the
registered trademark symbol, “Circle-R,” whenever possible.
The Circle-R should be placed in the specific position that is
designated in the Logo Usage pages in this section.
6. To properly stage the Logo, a minimum clearance between
the Logo and other elements must be maintained.
© 2006 YUM! Brands, Inc.
7. The Logo must stand alone and may not be combined with
any other object, including but not limited to other logos, words,
graphics, photos, slogans, numbers, design features, or symbols.
The Logo must not be incorporated or used in any manner as
part of, or in close proximity to another company’s name, domain
name, product or service name, logo, trade dress, design, slogan,
or other trademarks. The Logo must never appear with any
other symbol or icon (except the registered trademark symbol);
contained within a box, circle, or other shape; or combined with
any other name, logo, or icon to create a co-branded logo.
8. The attribution clause “KFC is a registered trademark
of KFC corporation” should accompany use of the Logo
whenever possible.
9. Neither the Logo nor the KFC name may be used in
any other company name, product name, service name,
domain name, franchisee sites, publication title, or the like.
10. Non-KFC materials should not mimic any KFC advertising,
product packaging, or website design.
11. KFC deserves the right in its sole discretion to terminate
or modify permission to display the Logo, and may request that
third parties modify or delete any use of the Logo that, in KFC’s
sole judgment, does not comply with these guidelines, or might
otherwise impair KFC’s rights in the Logo. KFC further reserves
the right to object to unfair uses or misuses of its trademarks or
other violations if applicable by law.
SECTION 1
12. The artwork included in this manual is approved,
however it may not be used without first obtaining the
appropriate BMU Market leadership approvals.
13. All items in this Brand Identity Standards Manual have
been reviewed and approved by YRI, YUM, and China Legal.
14. The updated Colonel artwork requires global trademark
registration. Each market using the new logo should check
with YUM! Legal and Trademark Counsel in Dallas to determine
whether a ® can be inserted in place of ™. ® must be used
once the mark is registered. Refer to page 2.7 for more detail
on this topic.
15. This manual must be used in conjunction with the
appropriate global signage standards published in Vol. IV
of the GFP Franchise Manual. Signage applications may
not vary from approved cropping and proportion guidelines.
In extreme cases where signage must deviate to meet specific
or trade zone needs, an Exception Request Form must be
filed with BMU leadership and submitted for YRI approval.
16. The Kentucky Fried Chicken script font is not intended to
replace the KFC lettertype logo as the brand name. The global
brand remains KFC. All usage of the Kentucky Fried Chicken
script font on the exterior trade dress must meet the
requirements of the signage guidelines published in Vol. IV
of the GFP.
COPY TO COME from Larisa Colton ON LICENSED USERS
Important Guidelines and Restrictions
1.3

Global Brand Identity Standards: J u n e 2 0 0 6
Vertical
1 x 1.25
N O T E About
t h e C i r c l e:
This format may be widely
used in all 2d graphic
applications. When used for
signage, the circle format may
only be used as a projecting
blade sign. See 2.2 for more
details about signage.
Document colours vary widely when viewed electronically or printed to office printers. Refer to page 4.1 for colour matching guidelines.
Global Logo Format Overview. SECTION 2
© 2006 YUM! Brands, Inc. NOTE:
Signage only formats are
demonstrated on page 2.2
Master Logo Formats: Consistent Master Logo Components.
For applications including advertising, packaging, TV, coupons, POP, and promotional materials.
Modernized Colonel icon.
Signature 8 degree tilt off the vertical axis.
Square and Horizontal Lettertype Solid KFC Rich Red background for master artwork logos.
Full head (no top-crop) in master logos.
KFC Rich Red Lettertype Defined proportions / shape.
with White Highlights for KFC lettering is included in some masters, and not included
use on any background. in others. The KFC lettertype may not be added to the Colonel
icon unless it is demonstrated in this manual. Formats shown
ONLY use White KFC without the lettertype do not have a combined icon-lettertype
Lettertype without option and must be used exactly as defined.
KFC Rich Red Highlights on Never shift the position of the Colonel icon
KFC Rich Red background.
within the defined logo proportion.
Square 1 x 1 1.25 x 1
Never alter the defined position, size or colour of the
Use White Lettertype with
KFC Rich Red highlights KFC lettertype when used with the Colonel icon.
on any background. Never change the fixed angle of the Colonel icon or the
KFC lettertype within the approved logo proportion.
Never change the master logo colours.
Bucket and Circle Never manipulate the shape of the logo in any way,
distorting the Colonel’s image or the KFC lettertype.
4 Spot Colours Never substitute the Kentucky Fried Chicken script font
for the KFC font in the master logo.
Find detailed colour specifications beginning on page 4.1
KFC Rich Red - PANTONE® 187
The bucket is a valuable icon of
KFC Rich Black - PANTONE® Black
KFC brand, and may be registered
KFC Medium Warm Beige - PANTONE® 727 CV*
as a separate trademark. Always
KFC Light Warm Beige - PANTONE® 9201 CV* Refer to the visual references on page
check first in your market to see if it is registered and 2.9 & 2.10 for other logo restrictions.
include the ® whenever it applies. * CV indicates the CMYK formula has been adjusted from the standard
PMS breakdown. See page 4.1 for the custom CMYK Formulas.
KFC Logo Master Formats & Colours
2.1
 Global Signage Format Overview. SECTION 2

Global Brand Identity Standards: J u n e 2 0 0 6 © 2006 YUM! Brands, Inc.

Consistent Signage Components.

Vertical Square and Horizontal Lettertype: 3d Channel Letters Modernized Colonel icon.
Signature 8 degree tilt off the vertical axis (exception: the bucket).
KFC Rich Red Lettertype with White Modernized signature colour palette.
Highlights for use on any background. Top-crop of the Colonel icon in formats with cropping.
Defined proportions / shape formats.
ONLY use White KFC Lettertype KFC lettering is included in some signage formats, and not in
without KFC Rich Red Highlights others. The KFC lettertype may not be added to the Colonel icon
on KFC Rich Red background. unless demonstrated in this manual. Formats shown without the
Square 1 x 1 1.25 x 1 lettertype do not have a combined icon-lettertype option. Some
signage formats require the KFC lettertype be combined with the
Use White Lettertype with KFC Rich Colonel icon. Use all logo and signage formats exactly as shown.
Red highlights on any background.
The KFC lettering for signage does not include the highlights
but does include a black drop shadow. This drop shadow
lettering is for use in signage only.
Never shift the position of the Colonel icon
within the defined signage proportion.
1 x 1.25 1.5 x 1 1.75 x 1 Bucket and Circle Never alter the defined position, size or colour of the
KFC lettertype when used with the Colonel icon.
Never change the fixed angle of the Colonel icon or the
KFC lettertype within the approved signage proportion.
NOTE:
Never change the signage colours.
The circle format may only be
used as a projecting blade sign. ®
Signage 3M Vinyl Colours
2x1 KFC Rich Red - 3M 3630-53
KFC Rich Black - 3M 3630-22
KFC Medium Warm Beige - 3M 3630-0647

Bright Red and Deep Burgundy

are for signage only.
KFC Deep Burgundy - 3M 3630-2395
KFC Bright Red - 3M 3630-2658

1 x 1.5 1.5 x 1 1.25 x 1 Master Signage Formats and Colours

Document colours vary widely when viewed electronically or printed to office printers. Refer to page 4.1 for colour matching guidelines. 2.2
 KFC Medium and Light Warm Beige. SECTION 2

Global Brand Identity Standards: J u n e 2 0 0 6 © 2006 YUM! Brands, Inc.

Colour Strategies Use both face tones for print and broadcast applications: NOTICE: Use a modified format and omit
for Different Types Merchandising In the 3-colours logo, the KFC Light Warm Beige for:
Packaging KFC Light Warm Beige
of Applications. face tone is omitted. Signage
Advertising Wearables
The modernized KFC Colonel logo Business & Promotional Materials Applications Where the Face
TV Tone is Not Reproducible
has clearly defined colour strategies
to enable maximum colour impact
KFC Rich Red
for different applications. PANTONE® 187

The 4-colours logo, including both

face tone colours, is required for all KFC Rich Black
PANTONE® Black
print and broadcast applications.
The logo is modified when the face
tone is not reproducible, and in such KFC Medium Warm Beige
PANTONE® 727 CV*
situations it only includes the shadow
colour. This modified logo must be
used in all exterior trade dress, site, KFC Light Warm Beige
PANTONE® 9201 CV*
and trade zone signage. CV indicates the CMYK formula for this colour
has been adjusted from the standard PMS breakdown.
Complete colour specifications are See page 4.1 for the custom CMYK Formula.

given on page 4.1. For 1-colour logo

applications please refer to page 2.11.
NOTE: NOTE:
The colours represented in this document will vary widely No 2-colours logos exist in the 2006 updated identity standards.
when viewed on screen or output to printer. For correct
colour representation, always refer to PANTONE® colour
chips. Colour decisions made solely from screen viewing
or non-colour correct hard copies risk inaccuracies. Colonel Face Tone Reproduction Guidelines

Document colours vary widely when viewed electronically or printed to office printers. Refer to page 4.1 for colour matching guidelines. 2.3

Global Brand Identity Standards: J u n e 2 0 0 6
Further Protecting
Our Identity.
Our KFC lettertype is a unique
set of trademarked letter forms
designed specifically for use in the
KFC corporate identity system. The
refreshed type, like the modernized
Colonel logo, is an evolution of our
classic lettertype and has a warm,
friendly, inviting feel.
The lettertype may now be used
on its own, without the Colonel
logo. This page outlines the specific
guidelines governing the lettertype
usage without the Colonel logo.
NOTE:
All usage of the lettertype
for exterior trade dress
and site signage must
adhere to all published
maximum and minimum
signage standards.
Document colours vary widely when viewed electronically or printed to office printers. Refer to page 4.1 for colour matching guidelines.
KFC Lettertype Style. SECTION 2
© 2006 YUM! Brands, Inc.
Master Lettertype Formats. 1-Colour Secondary
The master lettertype formats below may only Lettertype Formats.
be used in KFC Rich Red and White. The 1-colour applications, shown below in black,
White Highlight Formats.
may be used as secondary artwork applications.
Most of the lettertype formats contain elegant
Never use a 1-colour KFC Lettertype format to
highlights on the letter forms that contribute to the
take the place of the required trademarked
uniqueness of the KFC lettertype. It is preferred that
red or white lettertype.
one of these formats with highlights be used in all
printed applications (including packaging). KFC Rich Red Lettertype with White Highlights
can be used on any background.
Solid Lettertype Format.
A new format without white highlights has been
developed to bring a sense of freshness and crispness to
KFC 1-Colour Lettertype with White Highlights.
the letters when they are used against the signature KFC
Rich Red background. The only acceptable application for
the solid, all-white format of the KFC lettertype is against ONLY use White KFC Lettertype without KFC Rich
an approved KFC Rich Red background. This is the Red Highlights on KFC Rich Red background.
preferred format for white signage letters.
NOTE:
All-red letters, without the highlights, are never allowed to
represent the core KFC lettertype. All-red letters are only
ONLY use the KFC 1-Colour Lettertype without
allowed in severe applications where the white highlight
the White Highlights for wearables.
is physically impossible to reproduce, such as small-scale
wearable embroidery. Never use all-red letters to represent
White Lettertype with KFC Rich Red highlights
the core logo trademark in marketing, TV, business,
can be used on any background.
packaging, graphic, or signage applications.
Never use any colour other than red or white to reproduce any of NOTE:
the KFC lettertype formats as 3-dimensional signage letter forms. Never change the highlight colour in master logo
Refer to G.F.P. Vol. 4 for approved signage edge return colour options. formats from white or KFC Rich Red. KFC Lettertype Formats and Colours
2.4
 Secondary Script Lettertype. SECTION 2

Global Brand Identity Standards: J u n e 2 0 0 6 © 2006 YUM! Brands, Inc.

Secondary Elements. 1-Colour Scripts.

The Classic font option is a 1-colour scripts used for signage must be in KFC Rich Red.
The Kentucky Fried Chicken Script lettertype was originally developed by
Other 1-colour usage is restricted to interior art or graphic
Colonel Sanders in 1952. It is a genuine, time-honored essence of the brand. contemporary letter style that closely
elements only.
The Script lettertype helps impart a feeling of warmth and authenticity, and matches the modernized KFC lettertype.

it is used primarily as a secondary brand artwork element. It should be used The Heritage font option is an update
sparingly. It is meant enhance the KFC logo, not to replace it. from our original 1952 font.

Classic Script - use for all mediums. Heritage Script - use for all mediums.

Solid KFC Rich Red Script.

Solid KFC Rich Red Script.

Solid White Script only on a KFC Rich Red background. Solid White Script only on a KFC Rich Red background.
Heritage Script stacked formats.
NOTE:
Always use the ® after the Kentucky Fried Chicken Script
lettertype. When used as a secondary exterior building signage
element, all separate published maximum and minimum KFC Rich Red Script with White Outline.
standards for lettertype signage must be met. Kentucky Fried Chicken Script Formats

Document colours vary widely when viewed electronically or printed to office printers. Refer to page 4.1 for colour matching guidelines. 2.5

Global Brand Identity Standards: J u n e 2 0 0 6
Ensure Consistency.
Follow these simple rules and
guidelines to maintain consistency
in the Colonel logos:
1. Maintain the Colonel’s signature
8 degree tilt.
2. No top-crop in any Vertical Format.
3. In horizontal formats, never crop
below the top left white
peak of the Colonel’s hair.
4. Never crop above the left black tip
of the bib on the apron.
The master logo shows the full
image of the Colonel, including
the top of his head. However, in
some cases cropping is necessary
to achieve maximum impact.
Consistent cropping is crucial to
maintaining the integrity of the KFC
logo. These cropping guidelines apply
to all Square, Horizontal, Vertical,
Bucket, and Circle logo formats.
Markets may not vary the cropping
of any of the logo formats.
Document colours vary widely when viewed electronically or printed to office printers. Refer to page 4.1 for colour matching guidelines.
Logo Rules and Cropping Guidelines. SECTION 2
© 2006 YUM! Brands, Inc.
8 degree tilt. No Top-Crop on
The Colonel’s Signature Tilt. Vertical Formats. Circle and Bucket Formats.
1 In all formats except the Signage
Bucket, the Colonel has a signature 2 The top of the Colonel’s head
is fully illustrated in all
Vertical formats.
The Left Tilt Bucket and Right Tilt Bucket are the only logo
formats that allow for deviation from the 8 degree tilt of the
Colonel, because they are used for double-sided signage. In
8 degree tilt off the vertical axis, which is
these formats the Colonel is always vertical.
never to be altered.
E X C E P T I O N : The only format
that deviates from the 8 degree tilt of the
Colonel are the left and right tilt Signage Bucket
formats. Please refer to 2.2 concerning signage
for more details.
Square 1 x 1
Horizontal Top-Crop.
The Colonel is always on the 8 degree angle in the
3 In horizontal formats, the top-crop is
always made at the highest, left peak
of the Colonel’s hair.
Vertical 1 x 1.25 other Bucket formats and in the Circle Logo format.
Minimum Size.
It is important to make sure that
the logo details are always visible
when reduced to a small size.
Apron Edge. The minimum allowable size is
16mm wide in any proportion (5/8”).
Horizontal
4 The apron is never cropped
higher than just above the
bottom left black tip of the
1.25 x 1 Signature 8 degree tilt.
bib edge.
Logo Cropping Guidelines
2.6

Global Brand Identity Standards: J u n e 2 0 0 6
Why Use Trademarks?
Official registration with Global
Patent and Trademark Offices gives
constructive notice to the public of
our ownership of Colonel artwork
and the KFC lettertype. It allows us
to protect the integrity of the logo by
controlling how it is used in connection
with our products and services. No one
can copy or use the Colonel Icon or the
KFC lettertype without our permission.
KFC trademarks are extremely
valuable because they represent the
standards of excellence and consistent
quality associated with KFC. This page
contains detailed information about
how to reference KFC trademarks in
different scenarios. These guidelines
are intended to provide general
information regarding the use of
our core trademarks.
Refer to Page 1.3 for comprehensive
legal guidelines.
Document colours vary widely when viewed electronically or printed to office printers. Refer to page 4.1 for colour matching guidelines.
® and TM Protect the KFC Brand. SECTION 2
© 2006 YUM! Brands, Inc.
Text Copy Trademark References.
The ® symbol should always appear at the first reference
to the acronym “KFC” within any text copy. After the initial
® and TM Size and Positioning. The Difference between ® and TM reference the ® may be dropped.
When the Colonel logo and the KFC lettertype are scaled The same is true when referring to a KFC product:
Essentially, the use of the TM alerts the public to our exclusive
down, the trademarks may become illegible. Always make depending on whether the product name is officially registered,
claim to the KFC Colonel logos. The ® can be used only after
sure to keep the ® and TM at least 6-point type, and maintain its initial mention in a
these logos are officially registered, not while the applications
their fixed positions. body of text will require
are pending.
the use of a ® or TM.
® always accompanies the KFC lettertype. After that, the trademark
may be dropped.
Remember:
The Colonel logos and KFC trademarks always need a TM. Once
they are officially registered with the local Patent Office, the TM
will change to ®. The trademark symbol should be placed as
shown in the example to the left, tucked into the bow tie.
Local markets are responsible for checking with YUM! Trademark
Counsel in Dallas to determine proper trademark usage. NO
When reproducing either the KFC lettertype or the Colonel Never move
the ® or TM
artwork in large-size applications, always re-proportion the to another
size of the ® and TM to be smaller, so as not to be overly position. If either needs to be
resized, always keep them in
prominent in relation to the KFC logo.
the same position.
Important Logo Trademark Guidelines
2.7
 Formats No Longer Used. SECTION 2

Global Brand Identity Standards: J u n e 2 0 0 6 © 2006 YUM! Brands, Inc.

NO
A Note on Horizontal These formats have all been retired, either because they no longer reflect the current brand spirit,

Proportions: or they are problematic for use in the field. Do not use any of these formats on new or remodeled
buildings, or in new graphic applications.
In the 1997 Identity Manual there
was no limit to the length of horizontal NO
Do not use Horizontal
fascia signage with repeating logos. formats longer than a
Do not use the
Repeating the logo in signage is no 2 x 1 proportion.
Vertical Oval format.
longer allowed. Moving forward, the
signage must be replicated in the NO

exact logo proportions shown in this

manual. Any site-specific exceptions,
such as landlord-controlled signage
sizes, must be submitted to market
leadership for review. All questions on
Do not repeat logos.
usage should be directed to the Dallas
YUM! Trademark Counsel.
The updated logo NO

proportions also
apply to re-imaging
programs.

Do not use the

Horizontal Oval format. Do not repeat the lettertype.

NO
Retired Formats

Document colours vary widely when viewed electronically or printed to office printers. Refer to page 4.1 for colour matching guidelines. 2.8
 Ensuring a Consistent KFC Brand Image. SECTION 2

Global Brand Identity Standards: J u n e 2 0 0 6 © 2006 YUM! Brands, Inc.

In order to maintain the integrity of NO NO NO NO NO NO

the KFC brand identity, this updated 1

KFC Brand Identity Standards Manual
prohibits distorting the logo or
lettertype in any of the ways shown
here and on page 2.10. Never vary the cropping.
1. Never vary the crop of the
logo artwork. Refer to page
2.6 for cropping guidelines. 2 NO NO NO NO NO NO

2. Never shift the Colonel to

the left or right, up or down
in any of the logo formats.

3. Never change the fixed angle

of the logo or lettertype in any
of the approved formats. Never shift the Colonel.

Continued,
3 NO NO NO NO NO NO

Never change the fixed angle of the logo or lettertype.

Things Not to Do

Document colours vary widely when viewed electronically or printed to office printers. Refer to page 4.1 for colour matching guidelines. 2.9
 Don’t Change the Logo, Lettertype, or Artwork. SECTION 2

Global Brand Identity Standards: J u n e 2 0 0 6 © 2006 YUM! Brands, Inc.

NO NO NO NO NO NO
4. Don’t manipulate the shape or
of the logo formats in any way. 4
5. Never altar the defined position,
size, or colour of the KFC
lettertype when used with the
Colonel icon. Don’t manipulate the shape.
6. Never change the colour of the
logo, or secondary artwork.

7. Don’t distort or stretch the logo,

5 NO NO NO NO NO NO

lettertype, or any of the secondary

artwork elements.

Never change the position or colour of the KFC lettertype.

ICKEN EXP

6 NO NO NO NO NOUS
CH ER NO

TS
O
WORLD FAM

• K
OD FC •
•

GO
K
C

F
N

’
•
FIN KI
G E R LIC
Never change the colour of the logo or secondary artwork.

NO

7 NO NO NO

NO NO

Never stretch the logo, lettertype, or secondary artwork. Things Not to Do

Document colours vary widely when viewed electronically or printed to office printers. Refer to page 4.1 for colour matching guidelines. 2.10
 1-Colour Secondary Artwork. SECTION 2

Global Brand Identity Standards: J u n e 2 0 0 6 © 2006 YUM! Brands, Inc. NOTE:

No 2-colour artwork
versions are allowed.

1-Colour Logos. Positive Reverse.

The 1-colour application is for use A freestanding Colonel In reverse applications, it’s best to use the 1-colour
may be used in
as a secondary artwork element or for Use a dark field KFC logo that features a positive image of the Colonel,
1-colour without the
KFC Lettertype. with a white or
situations when the full colour master with a dark background to hold the Colonel’s image.
reversed outline
logo cannot be reproduced, (such to hold the
Colonel’s image. For items such as engraved plaques and window glass
as newspaper advertising and on
Maintain the decals use the Positive-Image Reverse logo with an outline.
specialty premiums).
proportions as The outline separates the Colonel from the dark background.
set out in the
In some cases where the Colonel All the approved KFC Logo Formats can be reproduced in
4-colours formats.
is adapted as secondary brand 1-colour Positive-Image Reverse, with or without the outline.
artwork, additional colours may In the Alternate Formats, the Colonel’s head should always
be used, provided it is clear that be cropped exactly like the colour versions.
the Colonel’s image is intended to
NO
be a secondary artistic element
Never reproduce a
and not as exact replication of the
Don’t reproduce the 1-colour Freestanding negative reverse image of
logo. At no time should secondary Logo on a patterned background. the KFC logo where the
Colonel forms a ghostly
usage of a 1-colour version of the
NO negative image.
Colonel overshadow primary logo
communication requirements.

NOTE:
Never use 1-colour artwork for
exterior trade dress or site signage.
1-Colour and Reverse Formats

Document colours vary widely when viewed electronically or printed to office printers. Refer to page 4.1 for colour matching guidelines. 2.11

Global Brand Identity Standards: J u n e 2 0 0 6
Basic Guidelines.
Wearables play a prominent role
in the KFC brand image. They
offer visibility and association with
the KFC brand.
From restaurant-wear to corporate
and special-event wearables, the
KFC logo can be applied to a wide
variety of garments in a wide variety
of materials. We want to ensure
that wearables are produced with
the best possible representation of
our company.
Here are some basic guidelines to
follow when producing wearables with
embroidery or silk-screen.
NOTE:
It is best to embroider
directly onto fabric
rather than to silk-
screen or sew on an
embroidered patch.
Document colours vary widely when viewed electronically or printed to office printers. Refer to page 4.1 for colour matching guidelines.
Professional Branded Apparel Items. SECTION 2
© 2006 YUM! Brands, Inc.
Selecting the Colour
Recommended Wearable Logo Formats. for the Material.
Use one of the master formats of the Colonel logo when producing wearables:
Right Tilt Bucket (recommended), Circle, Square, and 1 x 1.25 Vertical format. Consideration for a material colour that compliments our
NOTE: KFC colour palette will ensure a professional end result.
Due to difficulties
in the execution of Suggested material colours are:
wearables, the
KFC Light Warm White or Black Slate
Beige face tone is
omitted and replaced
with white. Beige Olive Green
It is also acceptable to use Grey Brown
KFC and the Colonel separately. Tone-on-Tone.
An option for wearables is to use the Always use a thread darker than Deep Red
KFC lettertype independently from the the material when specifying
Colonel logo. It may be used with or the same colour family for the
without the accent highlight. The preferred
material and the embroidery or
colour application for the KFC lettertype on
silkscreen (as shown here). NO
wearables is KFC Rich Red or White. Tone-on-tone options may also be
used provided the thread colour is darker than
the fabric colour as shown to the right. Never combine the Colonel
Icon with the KFC lettertype
when producing wearables.
Omit the outline in
1-colour applications.
KFC Wearables
2.12
 Enhancing the Brand Message. SECTION 3

Global Brand Identity Standards: J u n e 2 0 0 6 © 2006 YUM! Brands, Inc.

Traditional Style Classic Style Urban Style How to Use Medallions.

Secondary Bodoni Bold Bookman Old Style Italic Microgramma Med. Extended
Always use one colour to reproduce the
Artwork. ADITION SIN on since Colonel Medallion.
Positive TR diti ition since 1
PE
CE tra 19 tr
ad 9
3
Colonel For use as interior graphic design and artwork,

e
I

e
The Colonel Medallion and

39

9
EC

ip
19

ip

•
39

original rec
c
ORIGINAL R

• K
inal re
the Colonel Medallion may be scaled large or

KF
Medallion

•
the Secret 11 Medallion on the

KFC •

FC •

C •
Artwork small. It may also be cropped, depending on the

Orig
following page, were created needs of the artwork.

ce
e
CE

nc

en
•K

•
to supply enhancement graphics

EN

ie

ri
Exterior trade dress applications may

K
F F
FC

er

e
RI
• E C p C p
to promotional materials or SH
ARE EX
P • S ex • ex
incorporate the Colonel Medallion as a secondary
hare the
sha
THE re the

in-store fixtures. brand element, but:

ICKEN EXP icken expe i c ke n e x p e
CH ER ch rt ch rt
US s s No more than one application may be

s
ou

ou
TS
O

These secondary graphic used on the wall surfaces of any given

•
WORLD FAM

•
World fam

world fam
• K

KF
KFC
elements help visually exterior building elevation.

FC •

C •
•
communicate and reinforce No more than one application may be

od
OD
used on the window glass or entry door
•

go
the KFC brand message by
GO
K

K
C ’ C glass of any given building elevation.
F

F
N

’
•
FIN KI • ki
utilizing the image of the Colonel G E R LIC Fin g er lic

and trademarked phrases. NOTE:

Reversed ADITION SIN diti
on since
ition since
TR Any variation in copy must be submitted to YUM! Trademark
E
CE tra 19
tr
ad 19
Both the Colonel Medallion and P 3
Colonel in Dallas for review.
e
CI

39

e
19

9
ip

ip
ORIGINAL RE

39

•
c

original rec
• K
inal re
the Secret 11 Medallions were Medallion

KF
Trademark clearance is required in every market that
• KFC •

FC •

C •
created in three distinct styles to Artwork intends to use the Colonel Medallion or the Secret 11
Orig

Medallion. Markets must check with YUM! Trademark

ce
e
CE

reach specific market audiences:

nc
•K

en
prior to usage.

•
N

ie
IE

ri
Traditional F

K
FC

F
K

er
• C

e
p
R

SH E C p
ARE XP • S ex • ex The copy inside the Colonel Medallion and the Secret 11
Classic THE E hare the sha
re the
Medallion is a fixed part of this brand trademark element.
Urban
ICKEN EXP icken expe i c ke n e x p e This copy cannot be changed in the field without prior
CH ER ch rt ch rt
NOTE: US s s approval from YRI Marketing and YRI Legal.

s
ou

s
TS

ou
O
WORLD FAM

•
•
World fam

world fam
Never use the Colonel Medallion in If copy is translated to a market language, the translation
• K

KF
KFC

place of the required Colonel logo. must be submitted to YUM! Trademark for review.
FC •

C •
od•

Never use the Colonel Medallion

OD
•

go
GO

directly adjacent to, or intersecting

K

C C
F

IN n
F

’
’

with, the full Colonel logo or the •

FIN K • ki
G E R LIC Fin g er lic Colonel Medallions
KFC Lettertype.

Document colours
colou
urs vary widely when viewed electronically or printed to office printers. Refer to page 4.1 for colour matching guidelines. 3.1
 Secondary Graphics for Unique Markets. SECTION 3

Global Brand Identity Standards: J u n e 2 0 0 6 © 2006 YUM! Brands, Inc.

Design Styles How to Use Medallions.

Directed to The Secret 11 Medallions can be used in a
similar fashion to the Colonel Medallions on
Three Individual the previous page.
Audiences. Traditional Style Classic Style Urban Style
Bodoni Bold Bookman Old Style Italic Microgramma Med. Extended Always use one colour to
reproduce the Colonel Medallion.
Like the Colonel Medallion on the S
HERB & SPIC ven spice bs & spice
ET ES ele s t
her s
Exterior trade dress applications
et
R :t
preceding page, the Secret 11 C : : re

c
SE

he
cr

se
may incorporate the Colonel Medallion

CO

H
e of the se

om
NEL’S ELEVEN

co
LO

lonel’ eleven
Medallion provides enhancement as a secondary brand element, but:

lone
NEL’S ELEVEN

e of the s

l’s eleve
s
graphics to promotional materials No more than one application may be
used on the wall surfaces of any given
LO

om

co

n
CO

e
and in-store fixtures.

H
SE

cr
exterior building elevation.

se
he
CR et
S: :

c
ET re
ICE s ele :t
HER
BS & SP ven spice her es
t
bs & spic
NOTE: No more than one application may be
Never use the Secret 11 Medallion in used on the window glass or entry door
place of the required Colonel logo. glass of any given building elevation.

Never use the Secret 11 Medallion No more than one application may be
directly adjacent to, or intersecting used on the wall surfaces of any given
with, the full Colonel logo or the exterior building elevation.
KFC Lettertype. Reversed Urban Style
No more than one application may be
Cropping Guidelines It is acceptable to crop the Secret 11 Microgramma Bold Extended
used on the window glass or entry door
Medallion artwork. Always place medallions bs & spic
e of the s herbs her es glass of any given building elevation.
om e cr et
& sp
ice against another graphic or building element ret :t
H ecr s c

he
se
s
et

Important! The Secret 11 Medallions are

n

to define the cropping line. Cropped versions

en

co
ve
ele

olonel’s ele

l’s elev

lone
designed to be used as stand-alone artwork
ven spice

of medallions should never be placed in the

l’s elev
and should never be directly combined with
middle of any graphic or window frame.

lone
other signs or Colonel Icon elements.
ec

co

en
It is necessary to rotate the type around the
th
s

se
he
cr
:t et
medallion to ensure the complete message spic
es
&
her
bs
is legible. Also, delete any letters that are
partially cropped where they run off of the The Urban Style 11 artwork in both the
defined edge. positive and reversed formats is customized
and for use only with the Microgramma font.
Secret 11 Medallions

Document colours
colou vary widely when viewed electronically or printed to office printers. Refer to page 4.1 for colour matching guidelines. 3.2
 Standard Colour Matching Systems. SECTION 4

Global Brand Identity Standards: J u n e 2 0 0 6 © 2006 YUM! Brands, Inc.

h Red
KFC RicTONE 187 ®
79 / K - 20
®
PANTONE , CMYK,
-
- 100 / Y
KFC Rich Red PAN
Process:
C-0/M

Order KFC Colour

®
187
PANTONE
PANTONE® 187 PANTONE
®
187 PANTONE
®
187

RAL, and 3M. Chips Online.

®
187
®
187 PANTONE
PANTONE

RAL 3031 ®
187 PANTONE
®
187 PANTONE
®
187 PANTONE
®
187

®
187 PANTONE
PANTONE
Process: C - 0 / M - 100 / Y - 79 / K - 20 ®
187 PANTONE
®
187 PANTONE
®
187

PANTONE
Our collective goal is to maintain PANTONE
®
187 PANTONE
®
187

®
187
To order a colour sample book
®
187 PANTONE
®
187 PANTONE
®
187 PANTONE
PANTONE

consistent, precise representation of

®
187
PANTONE

KFC Rich Black ®

187 PANTONE
®
187 PANTONE
®
187 containing perforated KFC colour
®
187 PANTONE
® PANTONE

PANTONE Black
®
187
PANTONE

each of our colours, in every application

®
187
PANTONE

®
187 PANTONE
®
187 PANTONE
®
187
chips of each of the logo colours
RAL 9005 PANTONE
®
187 PANTONE

® PANTONE
®
187
187

throughout the world. By utilizing Process: C - 0 / M - 13 / Y - 49 / K - 98 PANTONE

®
187 PANTONE
®
187 PANTONE
®
187 PANTONE

go to www.kfclogos.com.
®
187
®
187 PANTONE
®
187 PANTONE
PANTONE

standard colour matching systems we

®
187
®
187 PANTONE
PANTONE

Colour chips should be replaced once

ensure the KFC logo will be reproduced
®
correctly. PANTONE , RAL , Process
Printing CMYK , and 3M are matching
systems used for each of the aptly
named KFC logo colours:
KFC Rich Red
KFC Rich Black
KFC Medium Warm Beige
KFC Light Warm Beige
Because different reproduction
situations will require the use of one
of the colour matching systems, be
aware that the final appearance of the
colours will vary slightly. However, great
care has been used in selecting the
colour specifications, so the variance
from one colour matching system to
the other should be minimal.
®
Signage 3M Vinyl Colours
KFC Rich Red - 3M 3630-53
KFC Rich Black - 3M 3630-22
KFC Medium Warm Beige - 3M 3630-0647
Bright Red and Deep Burgundy
are for signage only.
KFC Deep Burgundy - 3M 3630-2395
KFC Bright Red - 3M 3630-2658
KFC Medium Warm Beige
PANTONE® 727 CV (CV indicates the CMYK formula a year. After a year, the ink colours could fade and
has been adjusted from the standard breakdown) risk an inaccurate colour match. The chips in the
RAL 060 80 20
Process: C - 0 / M - 15 / Y - 25 / K - 3 colour sample book are dated for your reference.
KFC Light Warm Beige Important! The colour chip pages are extremely vulnerable
PANTONE® 9201 CV (CV indicates the CMYK formula
has been adjusted from the standard breakdown) to fading from ultraviolet rays. Avoid excessive exposure
RAL 9001 to light, and always keep pages out of direct sunlight.
Process: C - 0 / M - 5 / Y - 10 / K - 0
Specifying KFC Colours.
NOTE:
Colour chip pages should always be used to match colour when
The colours represented on this document will vary
printing with 4-colour process. Always specify the PANTONE® colour widely when viewed on screen or output to printer.
name, or give the PANTONE® colour chips to the vendor who will be For correct colour representation, marketing teams
should always reference PANTONE® colour chips.
producing the printed material. Make sure to select the KFC colour chip
Colour decisions made solely from screen viewing or
for either coated or uncoated paper, depending on the paper stock for non-colour-correct hard copies risk inaccuracies.
the project. Work with your vendor to make sure the end result is a true
colour match to the specified PANTONE® chip. Colour Specifications & Colour Matching Systems

Document colours vary widely when viewed electronically or printed to office printers. Refer to page 4.1 for colour matching guidelines. 4.1
 Electronic Artwork to Download. SECTION 4

Global Brand Identity Standards: J u n e 2 0 0 6 © 2006 YUM! Brands, Inc.

Master Logos Signage Artwork Secondary Artwork

COLONEL KENTUCKY FRIED CHICKEN SCRIPT

LOGO 4-COLOUR 3-COLOUR SQUARE HORIZONTAL VERTICAL
• Heritage 2-Colour • Heritage Red 3 Line
• 1x1 • 1x1 •1x1 • 1.25 x 1 • 1 x 1.25
To download • Heritage Black • Classic 2-Colour
• 1.25 x 1 KFC • 1 x 1.25 • 1.25 x 1 KFC • 1 x 1.5
logos, signage, or • Heritage Red • Classic Black
• 1 x 1.25 • Bucket Right • 1.5 x 1 • 1 x 1.75
secondary artwork • Heritage Red 2 Line • Classic Red
• 1 x 1.5 • Circle • 1.5 x 1 KFC • 1 x 2 KFC
log onto • Bucket Straight • 1.75 x 1 KFC
www.kfclogos.com • Bucket Left • 2 x 1 KFC
COLONEL & SECRET 11 MEDALLIONS

• Bucket Right • 11 Black Classic Style • Colonel Traditional OR Solid

• Circle • 11 Black Traditional Style • Colonel Traditional OR White

BUCKET CIRCLE
• Circle KFC • 11 Black Urban Style • Colonel Traditional World Solid
• Bucket Straight • Circle
• 11 Black Urban Style Bold • Colonel Traditional World White
• Bucket Tilt Left • Circle KFC
• Colonel Classic OR Solid • Colonel Urban OR Solid
• Bucket Tilt Right
• Colonel Classic OR White • Colonel Urban OR White
KFC LETTERTYPE • Colonel Classic World Solid • Colonel Urban World Solid
• Black
• Colonel Classic World White • Colonel Urban World White
• Black with Highlight LETTERTYPE
• Red with Highlight • Red/Highlight ONE COLOUR LOGOS
• White • White • Colonel 1x1 Black
• White with Highlight • White/Highlight • Colonel Black
• Colonel Head Black

Available Downloads at www.kfclogos.com

Document colours vary widely when viewed electronically or printed to office printers. Refer to page 4.1 for colour matching guidelines. 4.2