KFC Global Brand Identity Standards - WordPress
KFC International Brand Identity StandardsNovember20 06system, without prior written permission fromYum! Brands, Inc. 2006 Yum! Restaurants International All rights reserved. This manual may not be reproduced or transmitted in whole or in part in any form or by any means, whetherelectronic or mechanical, including by photocopying, email, website postings or through any information storage and retrieval
Specific Branding Guidelines for International Markets. 2006 Yum Restaurants InternationalYRI Brand Identity Standards: N o v e m b e r 2 0 0 6Welcome to the YRI Version of the KFC Brand Identity Standards Manual!This update has been created toprovide additional artwork and guidelinestailored for International locations.If you have received a CDSECTION 1.2 -SECTION 2.13 -Additions to the master logo elements overviewIt’s Finger Lickin’ Good ScriptKFC Delivery LogosKFC Express LogosClassic ScriptRemoval of Tilted Bucket Art in ApparelThe Tilted Bucket Art is not approvedfor use internationally.Addition of It’s Finger Lickin’ Good Script Formatsor a printed copy of the June 2006Global Standards Manual, you willwant to note the highlighted updateslisted by Section and Page numbersto the right.SECTION 3.3 - New!SECTION 2.1 -Removal of Tilted Bucket Art inthe Master Logo FormatsThe Tilted Bucket Art is not approvedfor use internationally.SECTION 3.4 - New!Addition of KFC Delivery LogosSECTION 3.5 - New!Addition of KFC Express LogosSECTION 2.2 -NOTES:Signage Format OverviewThe KFC Bright Red halo is now optional on signage.Clarification on the use of Left Tilt and Right TiltBuckets for signage is included.SECTION 4.6 - New!Addition of 3M Signage Colour Matching SamplesThis is the modern faceof KFC and it’s set topropel the brand forwardinto the 21st century.Pages 2.1, 2.6, and 2.12of the June 2006 GlobalBrand Identity StandardsSECTION 2.6 - New!Addition of KFC Proprietary Classic Script Fontshould be disregardedfor international use.Direct all questions tothe International MarketingTeam in Dallas, and to theYum Trademarks Team.YRI Reference Manual for the Updated KFC Image1.0
A Reference Manual for the Updated KFC Image.SECTION 1 2006 Yum Restaurants InternationalYRI Brand Identity Standards: N o v e m b e r 2 0 0 6Section NumbersConsistency for theKFC Logo and TradeDress Signage.SECTION 1 - INTRODUCTIONSECTION 3 - ADDITIONAL ELEMENTSNOTES:This manual is designed for easy1.2Introduction to the 2006 Updated Logo3.1Colonel Medallionsaccess to the information needed to1.3Introduction to the 2006 Identity Standards3.2Secret 11 Medallionsreproduce the updated KFC logo. These1.4Important Guidelines and Restrictions3.3It’s Finger Lickin’ Good Script Formats3.4KFC Delivery Logo Formats3.5KFC Express Logo FormatsThe following topics included in the 1997 Corporate IdentityStandards are omitted from this publication, and are nowdetermined by KFC Brand Divisions:1. Corporate typography.2. Stationery system including business cards.3. Premiums.4. Motorway signage.are always listed in theupper right hand cornerof every page.standards ensure a consistent globalpresentation of the KFC Identity whichSECTION 2 - KFC LOGO USAGEis critical to the success of our brand2.1KFC Logo Master Formats & Coloursfor these reasons:2.2Master Signage Formats & ColoursSECTION 4 - COLOUR SPECS & DOWNLOADSKey signage identifies more than just2.3Colonel Face Tone Reproduction Guidelines4.1the location of the restaurant. It also2.4KFC Lettertype Formats and ColoursColour Specifications andColour Matching SystemsAvailable Downloads at www.kfclogos.comcommunicates the quality and value2.5Kentucky Fried Chicken Script Formats4.2of the brand.2.6KFC Proprietary Classic Script Font4.3-5 Colour ChipsThe logo represents the essence of the2.7Logo Cropping Guidelines4.62.8Important Logo Trademark Guidelines2.9Retired Formatsbrand, and instills loyalty with consumers.The logo is protected by Trademarkand other IP Laws which guard againstinfringement and copying the KFC concept.Inconsistent usage of the KFC Logoand Trade Dress Signage could weaken1-Colour and Reverse Formats2.13KFC WearablesAny variance from the materials and standards publishedin this manual requires prior approval. Please direct allinquires to your marketing leader.Signage Colour Matching SamplesPage Titles and Page Numbers2.10-11 Things Not to Do2.12Concerning Signage: this manual contains artwork forsignage use. Divisional signage guidelines and requirementscan be found in the GFP Development Standards Library Vol. IV.Find What You’re Looking for,and Download Artwork.and dilute the message to consumersabout the brand.Please refer back to this page to find section and page numbers.Direct all trademark questionsFor a complete list of electronic downloads,to Yum Trademark Counsel in Dallas.see page 4.2 or log onto www.kfclogos.com.The page titles listed in thisTable of Contents are repeatedin the bottom right-hand cornerof every page.Page numbers contain theSection Number followedby a period and the pagenumber of that section.Table of ContentsDocument colours vary widely when viewed electronically or printed to office printers. Refer to page 4.1 for colour matching guidelines.1.1
A Modernized Look for a Global Icon.SECTION 1 2006 Yum Restaurants InternationalYRI Brand Identity Standards: N o v e m b e r 2 0 0 6Why Update ourLogo Now?The modernized Colonel logo hasMoving Forward by Looking Back.Highlights of the Modernized Colonel Logo.been designed to have a powerfuleffect on packaging, television, signage,and other marketing materials. Thelogo now leaves an even strongervisual impression across all mediums,including 1-colour applications wherethe previous logo was less successful.The modernized logo has also beenupdated to enhance the impact of therefreshed, contemporary restaurantdesigns currently being introducedPart of what has made KFC so successful isa commitment to trying new things, coupledwith a keen respect for its core brand and image.Youthful energy.Sharp contrasts and simplifiedline work make the Colonelmore youthful, energetic andThe trademark lookwith modern flair.The famous glasses, goateeand string tie ensure theThat’s also the thinking behind the revitalizedcontemporary. He was only 65most familiar face in fast foodColonel Icon Design. It’s forward-thinking withwhen he started the franchisestays that way.an appreciation for the company’s rich heritage.Both young and old relate to the Colonel as areal person, and an aspiring chef. This fresh designand today’s 65-year-olds areAlso, the Colonel now wearsstaying more active and lookinga red apron, remindingyounger—this logo reflects that.customers that he was moreA bigger smile also makes theColonel appear more friendlyties us back to the heritage of the company, whileand welcoming, inviting everybringing the brand image forward into the present.customer to stop by for a meal.than just the face of KentuckyFried Chicken—he was apassionate and aspiring chefas well.A richer colour palette.in all worldwide markets. It successfullyBlack, white, rich reds andcoexists with the current logo,subtle flesh tones give theallowing cost-effective marketimplementation plans.The design revitalizes a time-honoredicon, and energizes the KFC brand.logo a warmer appearanceIt’s the modern face ofwith more global appeal.KFC and it’s set to propelThese colours also allowthe brand forward into the21st century.greater flexibility for use inboth streetscape and consumertouchpoint applications.The Colonel would have been proudof the innovation and improvementstaking place at KFC today!Document colours vary widely when viewed electronically or printed to office printers. Refer to page 4.1 for colour matching guidelines.Introduction to the 2006 Updated Logo1.2
2006 Manual Content Overview. 2006 Yum Restaurants InternationalYRI Brand Identity Standards: N o v e m b e r 2 0 0 6Manual Scope.The main updates to the identitysystem elements presented in the2006 manual are as follows:MASTER ART WORK ELEMENTSSECTION 1Master Logo Elements:a Quick Summary.Secondary Artwork Elements. These enhancement graphics help visually communicateand reinforce the KFC brand message by utilizing the image of the Colonel and our famous trademarked phrases.13Kentucky Fried Chicken Script Font4Colonel Medallion and Secret 11 Medallion artworkModernized Colonel LogoFind Colonel logo artwork and cropping on 2.7.Go to 2.2 for signage logo artwork and cropping.Complete artwork and usage guidelines are on 2.5.6KFC Delivery Logo7KFC Express Logo8Classic Script FontOptions for use with or without a phone number are on 3.4.1. Modernized Master Logo2. Updated KFC LettertypeSECONDARY ART WORK ELEMENTS3. Kentucky Fried Chicken Script Font4. Colonel and Secret 11 Medallions5. It’s Finger Lickin’ Good Script Font6. KFC Delivery LogoSee 3.1-3.2 for graphic styles and cropping guidelines.Find usage guiedlines on 3.5.7. KFC Express Logo8. Creation of the Classic Script Font.Logo and SignageExceptions andInquiries.2Refreshed KFC LettertypeGo to 2.4 for complete artwork and usage guidelines.Exceptions and inquiries related tomodification of the logo should bedirected to marketing leadership.Direct all trademark questions to YumTrademark Counsel in Dallas.5It’s Finger Lickin’ Good Script FontSee page 2.6 for usage guidelines.See 3.3 for complete artwork and usage guidelines.NOTE:Inquiries for exceptions are carefullyreviewed, but seldom approved.Document colours vary widely when viewed electronically or printed to office printers. Refer to page 4.1 for colour matching guidelines.Introduction to the 2006 Identity Standards1.3
Protecting the KFC Brand Image. 2006 Yum Restaurants InternationalYRI Brand Identity Standards: N o v e m b e r 2 0 0 6The Need for TighterGuidelines.As always, there is no market flexibilityfor logo application in marketing andtrade dress materials. Markets areaccountable to represent the logo exactlyas specified in this revised standardsmanual. The only rare exception willbe when approval is granted fromYum Trademark Counsel and SeniorMarketing leadership in advance of anylocal market modifications.Updated restrictionsinclude:Important Legal Notes and Required Guidelines.1. The Logo may not be used in any manner that might implythat 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 prominentfeature on any non-KFC materials. Companies using the Logo withpermission, pursuant to these guidelines, must also display in theprimary and more prominent position, their own logo(s), businessname, product names, or other branding.3. The Logo may not be used in a manner that woulddisparage the brand or its products or services.4. The Logo must be used as provided by KFC with no changes,including but not limited to changes in the colour, proportion, ordesign, or removal of any words, artwork, or trademark symbols.The Logo may not be animated, morphed, or otherwise distortedin perspective or appearance.Non-standard signage sizes requirepre-approval before any “stretching.”5. Use only approved KFC logo artwork, and include the TMsymbol or registered trademark symbol, “Circle-R,” wheneverpossible. The TM or the should be placed in the specificposition that is designated in the Logo Usage pages in this section.Retired logo formats that will not beallowed on new applications.6. To properly stage the Logo, a minimum clearance betweenthe Logo and other elements must be maintained.Revised proportion guidelines.SECTION 17. The Logo must stand alone and may not be combined withany 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 aspart of, or in close proximity to another company’s name, domainname, product or service name, logo, trade dress, design, slogan,or other trademarks. The Logo must never appear with any othersymbol or icon (except the or registered trademark symbol);contained within a box, circle, or other shape; or combined withany other name, logo, or icon to create a co-branded logo.8. The attribution clause “KFC is a registered trademark of” should accompany use of the Logo whenever possible.Confirm trademark ownership in your market with legal counsel.9. Neither the Logo nor the KFC name may be used inany 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 terminateor modify permission to display the Logo, and may request thatthird parties modify or delete any use of the Logo that, in KFC’ssole judgment, does not comply with these guidelines, or mightotherwise impair KFC’s rights in the Logo. KFC further reservesthe right to object to unfair uses or misuses of its trademarks orother violations if applicable by law.12. The artwork included in this manual is approved,however it may not be used without first obtaining theappropriate BMU Market leadership approvals.13. All items in this Brand Identity Standards Manual havebeen reviewed and approved by YRI, Yum, and China Legal.14. The updated Colonel artwork is being registered globallyby the Trademarks Team. Each market using the new logoshould check with Yum Trademark Counsel in Dallas todetermine whether a can be inserted in place of TM. must be used once the mark is registered. Refer topage 2.8 for more detail on this topic.15. This manual must be used in conjunction with theappropriate international signage standards published inthe GFP Development Standards Library Vol. IV. Signageapplications may not vary from approved cropping andproportion guidelines.16. The Kentucky Fried Chicken script artwork is not intendedto replace the KFC lettertype logo as the brand name. All usageof the Kentucky Fried Chicken Classic and Heritage scriptartwork as secondary exterior building signage must meet therequirements of the divisional signage guidelines published byYRI, and China.Important Guidelines and RestrictionsDocument colours vary widely when viewed electronically or printed to office printers. Refer to page 4.1 for colour matching guidelines.1.4
KFC Logo Format Overview.SECTION 2 2006 Yum Restaurants InternationalYRI Brand Identity Standards: N o v e m b e r 2 0 0 6NOTE:Signage only formats aredemonstrated on page 2.2Consistent Master Logo Components.Master Logo Formats:For applications including advertising, packaging, TV, coupons, POP, and promotional materials.Modernized Colonel icon.Signature 8 degree tilt off the vertical axis.Square and HorizontalVerticalLettertypeSolid KFC Rich Red background for master artwork logos.Full head (no top-crop) in master logos.KFC Rich Red Lettertypewith White Highlights foruse on any background.ONLY use White KFCLettertype withoutKFC Rich Red Highlights onKFC Rich Red background.Square 1 x 11.25 x 1Use White Lettertype withKFC Rich Red highlightson any solid background.Defined proportions / shape.KFC lettering is included in some masters, and not includedin others. The KFC lettertype may not be added to the Colonelicon unless it is demonstrated in this manual. Formats shownwithout the lettertype do not have a combined icon-lettertypeoption and must be used exactly as defined.Never shift the position of the Colonel iconwithin the defined logo proportion.Never alter the defined position, size or colour of theKFC lettertype when used with the Colonel icon.Never change the fixed angle of the Colonel icon or theKFC lettertype within the approved logo proportion.Never change the master logo colours.1 x 1.25Bucket and CircleNever manipulate the shape of the logo in any way,distorting the Colonel’s image or the KFC lettertype.4 Spot ColoursN O T E Aboutt h e C i r c l e:This format may be widelyused in all 2d graphicapplications. When used forsignage, the circle format mayonly be used as a projectingblade sign. See 2.2 for moredetails about signage.Never substitute the Kentucky Fried Chicken script fontfor the KFC font in the master logo.Find detailed colour specifications beginning on page 4.1KFC Rich Red - PANTONE 187KFC Rich Black - PANTONE BlackKFC Medium Warm Beige - PANTONE 727 CV*KFC Light Warm Beige - PANTONE 9201 CV** CV indicates the CMYK formula has been adjusted from the standardPMS breakdown. See page 4.1 for the custom CMYK Formulas.Document colours vary widely when viewed electronically or printed to office printers. Refer to page 4.1 for colour matching guidelines.Refer to the visual references on page2.10 & 2.11 for other logo restrictions.KFC Logo Master Formats & Colours2.1
KFC Signage Format Overview. 2006 Yum Restaurants InternationalYRI Brand Identity Standards: N o v e m b e r 2 0 0 6NOTE:The KFC Bright Red halo is optional onsignage. Please go to www.kfclogos.comfor valid signage artwork files.Signage Logo Formats:These formats are designed for signage applications only. Any use beyond signage must be approved by marketing leadership.Square and HorizontalVerticalSECTION 2Lettertype: 3d Channel LettersKFC Rich Red Lettertype withWhite Highlights for use onany background.Square 1 x 1ONLY use White KFC Lettertypewithout KFC Rich Red Highlightson KFC Rich Red background.1.25 x 1Use White Lettertype withKFC Rich Red highlights onany solid background.1 x 1.251.75 x 11.5 x 1Bucket and CircleStraight Bucket forround and flat signage.2x1NOTE:The circle format mayonly be used asa projectingblade sign.Signage guidelines can be foundin the GFP Development StandardsLibrary Vol. IV.Consistent Signage Components.Modernized Colonel icon.Signature 8 degree tilt off the vertical axisModernized signature colour palette.Top-crop of the Colonel icon in formats with cropping.Defined proportions / shape formats.KFC lettering is included in some signage formats, and not inothers. The KFC lettertype may not be added to the Colonel iconunless demonstrated in this manual. Formats shown without thelettertype do not have a combined icon-lettertype option. Somesignage formats require the KFC lettertype be combined with theColonel icon. Use all logo and signage formats exactly as shown.The KFC lettering for signage does not include the highlightsbut does include a black drop shadow. This drop shadowlettering is for use in signage only.Never shift the position of the Colonel iconwithin the defined signage proportion.Never alter the defined position, size or colour of theKFC lettertype when used with the Colonel icon.Never change the fixed angle of the Colonel icon or theKFC lettertype within the approved signage proportion.Never change the signage colours. Signage 3M Vinyl ColoursThe 3M Scotchcal KFC Rich Black - 3M 3630-22Translucent FilmSeries 3630 is usedKFC Medium Warm Beige - 3M 3630-0647for second-surfaceWhite Diffuser - 3M 3635-30applications.Bright Red and Deep Burgundyare for signage only.1 x 1.51.5 x 11.25 x 1NOTE:KFC Rich Red - 3M 3630-53Left Tilt Right TiltBucket BucketNOTE:Left and Right Tilt bucketsare for use on a doublesided flat bucket sign only.Document colours vary widely when viewed electronically or printed to office printers. Refer to page 4.1 for colour matching guidelines.Use 3M Film Series3632 for first-surfaceapplications.KFC Deep Burgundy - 3M 3630-2395KFC Bright Red - 3M 3630-2658 (This colour optional on Signage)Master Signage Formats and Colours2.2
KFC Medium and Light Warm Beige.YRI Brand Identity Standards: N o v e m b e r 2 0 0 6Colour Strategiesfor Different Typesof Applications.The modernized KFC Colonel logohas clearly defined colour strategiesSECTION 2 2006 Yum Restaurants InternationalUse both face tones for print and broadcast applications:NOTICE:In the 3-colours logo,KFC Light Warm Beigeface tone is omitted.MerchandisingPackagingAdvertisingBusiness &
Welcome to the YRI Version of the KFC Brand Identity Standards Manual! YRI Reference Manual for the Updated KFC Image 1.0 NOTES: Pages 2.1, 2.6, and 2.12 of the June 2006 Global Brand Identity Standards should be disregarded for international use. Direct all questions to the International Marketing Team in Dallas, and to the Yum Trademarks Team.
perceptions of KFC and the range of food available. With over 2 million young women (aged 18-24) seeing our digital marketing on Facebook and kfc.co.uk every year, the potential size of the prize was an extra 3 million visits to KFC restaurants. KFC has been aware of this for some time and have been making significant changes to the food
Strategic Brand Management Exeter MBA and MSc –Day 2 Brand Strategy Jack Buckner Aaker’s Brand Identity System BRAND IMAGE How the brand is now perceived BRAND IDENTITY How strategists want the brand to be perceived BRAND POSITION The part of the brand identity and value pro
evaluated through a case study, where the difference between Happy Plugs' brand identity and brand image is analyzed. The method was designed using Kapferer's Brand Pyramid and Brand Identity Prism. Both qualitative and quantitative data is used to examine how wide the gap between Happy Plugs' brand identity and brand image is. The Happy .
lowed by the autopilot. The KFC 150 has capabilities similar to King's popular KFC 200 Flight Control System. UP 150 AutotMot Svstem The MP 150 Autopilot System is a two-axis, panel-mounted digital system which delivers highly sophisticated IFR capability. It has modes and functions simi- lar to the KFC 150 but has no flight director.
In 2020, KFC moved from a 15-month to 12-month auditing frequency. More details on the KFC Western Europe Farm Animal Welfare Programme can be found here. The purpose of KFC Western Europe’s welfare programme is to identify, report and drive meaningful improvement on key welfare issues. All suppliers provide
In 2020, KFC moved from a 15-month to 12-month auditing frequency. More details on the KFC Western Europe Farm Animal Welfare Programme can be found here. The purpose of KFC UK & Ireland’s welfare programme is to identify, report and drive meaningful improvement on key
KFC RTO Learner Handbook (Reviewed 04/01/2021) Ver. 6 2 . Introduction This handbook is to advise you of important information about the Nationally Recognised Qualifications that KFC deliver through the Employer Learnership Program. KFC is an enterprise Registered Training Organisation (RTO), delivering nationally accredited training .
main idea of the rough paths theory is to introduce a much stronger topology than the convergence in p-variation. This topology, that we now explain, is related to the continuity of lifts of paths in free nilpotent Lie groups. Let G N(Rd) be the free N-step nilpotent Lie group with dgenerators X 1; ;X d. If x: [0;1] !Rd is continuous with bounded variation, the solution x of the equation x(t .
