KFC International Brand Identity Standards

November

20 06

system, 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 International

YRI Brand Identity Standards: N o v e m b e r 2 0 0 6

Welcome to the YRI Version of the KFC Brand Identity Standards Manual!

This update has been created to

provide additional artwork and guidelines
tailored for International locations.
If you have received a CD

SECTION 1.2 -

SECTION 2.13 -

Additions to the master logo elements overview

Its Finger Lickin Good Script
KFC Delivery Logos
KFC Express Logos
Classic Script

Removal of Tilted Bucket Art in Apparel

The Tilted Bucket Art is not approved
for use internationally.

Addition of Its Finger Lickin Good Script Formats

or a printed copy of the June 2006

Global Standards Manual, you will
want to note the highlighted updates
listed by Section and Page numbers
to the right.

SECTION 3.3 - New!

SECTION 2.1 -

Removal of Tilted Bucket Art in

the Master Logo Formats
The Tilted Bucket Art is not approved
for use internationally.

SECTION 3.4 - New!

Addition of KFC Delivery Logos

SECTION 3.5 - New!

Addition of KFC Express Logos

SECTION 2.2 -

NOTES:

Signage Format Overview

The KFC Bright Red halo is now optional on signage.
Clarification on the use of Left Tilt and Right Tilt
Buckets for signage is included.

SECTION 4.6 - New!

Addition of 3M Signage Colour Matching Samples

This is the modern face

of KFC and its set to
propel the brand forward
into the 21st century.

Pages 2.1, 2.6, and 2.12

of the June 2006 Global
Brand Identity Standards

SECTION 2.6 - New!

Addition of KFC Proprietary Classic Script Font

should be disregarded
for international use.
Direct all questions to
the International Marketing
Team in Dallas, and to the
Yum Trademarks Team.

YRI Reference Manual for the Updated KFC Image

1.0

A Reference Manual for the Updated KFC Image.

SECTION 1

2006 Yum Restaurants International

YRI Brand Identity Standards: N o v e m b e r 2 0 0 6

Section Numbers

Consistency for the

KFC Logo and Trade
Dress Signage.

SECTION 1 - INTRODUCTION

SECTION 3 - ADDITIONAL ELEMENTS

NOTES:

This manual is designed for easy

1.2

Introduction to the 2006 Updated Logo

3.1

Colonel Medallions

access to the information needed to

1.3

Introduction to the 2006 Identity Standards

3.2

Secret 11 Medallions

reproduce the updated KFC logo. These

1.4

Important Guidelines and Restrictions

3.3

Its Finger Lickin Good Script Formats

3.4

KFC Delivery Logo Formats

3.5

KFC Express Logo Formats

The following topics included in the 1997 Corporate Identity

Standards are omitted from this publication, and are now
determined by KFC Brand Divisions:
1. Corporate typography.
2. Stationery system including business cards.
3. Premiums.
4. Motorway signage.

are always listed in the

upper right hand corner
of every page.

standards ensure a consistent global

presentation of the KFC Identity which

SECTION 2 - KFC LOGO USAGE

is critical to the success of our brand

2.1

KFC Logo Master Formats & Colours

for these reasons:

2.2

Master Signage Formats & Colours

SECTION 4 - COLOUR SPECS & DOWNLOADS

Key signage identifies more than just

2.3

Colonel Face Tone Reproduction Guidelines

4.1

the location of the restaurant. It also

2.4

KFC Lettertype Formats and Colours

Colour Specifications and

Colour Matching Systems
Available Downloads at www.kfclogos.com

communicates the quality and value

2.5

Kentucky Fried Chicken Script Formats

4.2

of the brand.

2.6

KFC Proprietary Classic Script Font

4.3-5 Colour Chips

The logo represents the essence of the

2.7

Logo Cropping Guidelines

4.6

2.8

Important Logo Trademark Guidelines

2.9

Retired Formats

brand, and instills loyalty with consumers.

The logo is protected by Trademark
and other IP Laws which guard against
infringement and copying the KFC concept.
Inconsistent usage of the KFC Logo
and Trade Dress Signage could weaken

1-Colour and Reverse Formats

2.13

KFC Wearables

Any variance from the materials and standards published

in this manual requires prior approval. Please direct all
inquires to your marketing leader.

Signage Colour Matching Samples

Page Titles and Page Numbers

2.10-11 Things Not to Do

2.12

Concerning Signage: this manual contains artwork for

signage use. Divisional signage guidelines and requirements
can be found in the GFP Development Standards Library Vol. IV.

Find What Youre Looking for,

and Download Artwork.

and dilute the message to consumers

about the brand.

Please refer back to this page to find section and page numbers.

Direct all trademark questions

For 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 this

Table of Contents are repeated
in the bottom right-hand corner
of every page.
Page numbers contain the
Section Number followed
by a period and the page
number of that section.

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

1.1

A Modernized Look for a Global Icon.

SECTION 1

2006 Yum Restaurants International

YRI Brand Identity Standards: N o v e m b e r 2 0 0 6

Why Update our

Logo Now?
The modernized Colonel logo has

Moving Forward by Looking Back.

Highlights of the Modernized Colonel Logo.

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

Part of what has made KFC so successful is

a commitment to trying new things, coupled
with a keen respect for its core brand and image.

Youthful energy.
Sharp contrasts and simplified
line work make the Colonel
more youthful, energetic and

The trademark look

with modern flair.
The famous glasses, goatee
and string tie ensure the

Thats also the thinking behind the revitalized

contemporary. He was only 65

most familiar face in fast food

Colonel Icon Design. Its forward-thinking with

when he started the franchise

stays that way.

an appreciation for the companys rich heritage.

Both young and old relate to the Colonel as a
real person, and an aspiring chef. This fresh design

and todays 65-year-olds are

Also, the Colonel now wears

staying more active and looking

a red apron, reminding

youngerthis logo reflects that.

customers that he was more

A bigger smile also makes the

Colonel appear more friendly

ties us back to the heritage of the company, while

and welcoming, inviting every

bringing the brand image forward into the present.

customer to stop by for a meal.

than just the face of Kentucky

Fried Chickenhe was a
passionate and aspiring chef
as well.

A richer colour palette.

in all worldwide markets. It successfully

Black, white, rich reds and

coexists with the current logo,

subtle flesh tones give the

allowing cost-effective market

implementation plans.
The design revitalizes a time-honored
icon, and energizes the KFC brand.

logo a warmer appearance

Its the modern face of

with more global appeal.

KFC and its set to propel

These colours also allow

the brand forward into the

21st century.

greater flexibility for use in

both streetscape and consumer
touchpoint applications.

The Colonel would have been proud

of the innovation and improvements
taking 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 Logo

1.2

2006 Manual Content Overview.

2006 Yum Restaurants International

YRI Brand Identity Standards: N o v e m b e r 2 0 0 6

Manual Scope.
The main updates to the identity
system elements presented in the
2006 manual are as follows:
MASTER ART WORK ELEMENTS

SECTION 1

Master Logo Elements:

a Quick Summary.

Secondary Artwork Elements. These enhancement graphics help visually communicate

and reinforce the KFC brand message by utilizing the image of the Colonel and our famous trademarked phrases.

Kentucky Fried Chicken Script Font

Colonel Medallion and Secret 11 Medallion artwork

Modernized Colonel Logo

Find 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.

KFC Delivery Logo

KFC Express Logo

Classic Script Font

Options for use with or without a phone number are on 3.4.

1. Modernized Master Logo

2. Updated KFC Lettertype
SECONDARY ART WORK ELEMENTS

3. Kentucky Fried Chicken Script Font

4. Colonel and Secret 11 Medallions
5. Its Finger Lickin Good Script Font
6. KFC Delivery Logo

See 3.1-3.2 for graphic styles and cropping guidelines.

Find usage guiedlines on 3.5.

7. KFC Express Logo

8. Creation of the Classic Script Font.

Logo and Signage

Exceptions and
Inquiries.

Refreshed KFC Lettertype

Go to 2.4 for complete artwork and usage guidelines.

Exceptions and inquiries related to

modification of the logo should be
directed to marketing leadership.
Direct all trademark questions to Yum
Trademark Counsel in Dallas.

Its Finger Lickin Good Script Font

See page 2.6 for usage guidelines.

See 3.3 for complete artwork and usage guidelines.

NOTE:

Inquiries for exceptions are carefully

reviewed, 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 Standards

1.3

Protecting the KFC Brand Image.

2006 Yum Restaurants International

YRI Brand Identity Standards: N o v e m b e r 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 and Senior
Marketing leadership in advance of any
local market modifications.

Updated restrictions
include:

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 with
permission, 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 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, 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.

Non-standard signage sizes require

pre-approval before any stretching.

5. Use only approved KFC logo artwork, and include the TM

symbol or registered trademark symbol, Circle-R, whenever
possible. The TM or the should be placed in the specific
position that is designated in the Logo Usage pages in this section.

Retired logo formats that will not be

allowed on new applications.

6. To properly stage the Logo, a minimum clearance between

the Logo and other elements must be maintained.

Revised proportion guidelines.

SECTION 1

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 companys 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 or 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
______ 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 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 KFCs
sole judgment, does not comply with these guidelines, or might
otherwise impair KFCs 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.

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 is being registered globally
by the Trademarks Team. Each market using the new logo
should check with Yum Trademark Counsel in Dallas to
determine whether a can be inserted in place of TM.
must be used once the mark is registered. Refer to
page 2.8 for more detail on this topic.
15. This manual must be used in conjunction with the
appropriate international signage standards published in
the GFP Development Standards Library Vol. IV. Signage
applications may not vary from approved cropping and
proportion guidelines.
16. The Kentucky Fried Chicken script artwork is not intended
to replace the KFC lettertype logo as the brand name. All usage
of the Kentucky Fried Chicken Classic and Heritage script
artwork as secondary exterior building signage must meet the
requirements of the divisional signage guidelines published by
YRI, and China.

Important Guidelines and Restrictions

Document 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 International

YRI Brand Identity Standards: N o v e m b e r 2 0 0 6

NOTE:
Signage only formats are
demonstrated on page 2.2

Consistent 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 Horizontal

Vertical

Lettertype

Solid KFC Rich Red background for master artwork logos.

Full head (no top-crop) in master logos.
KFC Rich Red Lettertype
with White Highlights for
use on any background.
ONLY use White KFC
Lettertype without
KFC Rich Red Highlights on
KFC Rich Red background.

Square 1 x 1

1.25 x 1
Use White Lettertype with
KFC Rich Red highlights
on any solid background.

Defined proportions / shape.

KFC lettering is included in some masters, and not included
in others. The KFC lettertype may not be added to the Colonel
icon unless it is demonstrated in this manual. Formats shown
without the lettertype do not have a combined icon-lettertype
option and must be used exactly as defined.
Never shift the position of the Colonel icon
within the defined logo proportion.
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 logo proportion.
Never change the master logo colours.

1 x 1.25

Bucket and Circle

Never manipulate the shape of the logo in any way,

distorting the Colonels image or the KFC lettertype.

4 Spot Colours
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.

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
KFC Rich Black - PANTONE Black
KFC Medium Warm Beige - PANTONE 727 CV*
KFC Light Warm Beige - PANTONE 9201 CV*
* CV indicates the CMYK formula has been adjusted from the standard
PMS 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 page

2.10 & 2.11 for other logo restrictions.

KFC Logo Master Formats & Colours

2.1

KFC Signage Format Overview.

2006 Yum Restaurants International

YRI Brand Identity Standards: N o v e m b e r 2 0 0 6

NOTE:
The KFC Bright Red halo is optional on
signage. Please go to www.kfclogos.com
for 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 Horizontal

Vertical

SECTION 2

Lettertype: 3d Channel Letters

KFC Rich Red Lettertype with
White Highlights for use on
any background.

Square 1 x 1

ONLY use White KFC Lettertype

without KFC Rich Red Highlights
on KFC Rich Red background.

1.25 x 1

Use White Lettertype with

KFC Rich Red highlights on
any solid background.

1 x 1.25

1.75 x 1

1.5 x 1

Bucket and Circle

Straight Bucket for

round and flat signage.
2x1

NOTE:
The circle format may
only be used as
a projecting
blade sign.

Signage guidelines can be found

in the GFP Development Standards
Library Vol. IV.

Consistent Signage Components.

Modernized Colonel icon.
Signature 8 degree tilt off the vertical axis
Modernized 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 in
others. The KFC lettertype may not be added to the Colonel icon
unless demonstrated in this manual. Formats shown without the
lettertype do not have a combined icon-lettertype option. Some
signage formats require the KFC lettertype be combined with the
Colonel icon. Use all logo and signage formats exactly as shown.
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.
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.
Never change the signage colours.

Signage 3M Vinyl Colours

The 3M Scotchcal

KFC Rich Black - 3M 3630-22

Translucent Film
Series 3630 is used

KFC Medium Warm Beige - 3M 3630-0647

for second-surface

White Diffuser - 3M 3635-30

applications.

Bright Red and Deep Burgundy

are for signage only.

1 x 1.5

1.5 x 1

1.25 x 1

NOTE:

KFC Rich Red - 3M 3630-53

Left Tilt Right Tilt

Bucket Bucket
NOTE:
Left and Right Tilt buckets
are for use on a double
sided 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 Series

3632 for first-surface
applications.

KFC Deep Burgundy - 3M 3630-2395

KFC Bright Red - 3M 3630-2658 (This colour optional on Signage)

Master Signage Formats and Colours

2.2

KFC Medium and Light Warm Beige.

YRI Brand Identity Standards: N o v e m b e r 2 0 0 6

Colour Strategies
for Different Types
of Applications.
The modernized KFC Colonel logo
has clearly defined colour strategies

SECTION 2

2006 Yum Restaurants International

Use both face tones for print and broadcast applications:

NOTICE:

In the 3-colours logo,

KFC Light Warm Beige
face tone is omitted.

Merchandising
Packaging
Advertising
Business & Promotional Materials
TV

Use a modified format and omit

the KFC Light Warm Beige for:
Signage
Wearables
Applications Where the Face
Tone is Not Reproducible

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.

For exterior trade dress, site and

KFC Medium Warm Beige

trade zone signage, the face tone

PANTONE 727 CV*

is eliminated but the shadow colour

remains. This modified colour format
KFC Light Warm Beige

may also be used in applications

PANTONE 9201 CV*

(such as wearables) when the face

* CV indicates the CMYK formula for this colour

has been adjusted from the standard PMS breakdown.
See page 4.1 for the custom CMYK Formula.

tone is not reproducible.

Complete colour specifications are

SPECIAL NOTE:

given on page 4.1. For 1-colour logo

NOTE:

applications please refer to page 2.12.

The colours represented in this document will vary widely

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.

No 2-colours logos exist in the 2006 updated identity standards.

The logo becomes stark when both Beige tones are omitted. In keeping with
the desire to give the logo a warmer appearance and consistent application,
only 3- and 4- colours logos are approved for the majority of cases.
See page 2.12 regarding usage guidelines for the 1-colour logo.

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

Colonel Face Tone Reproduction Guidelines

2.3

KFC Lettertype Style.

SECTION 2
2006 Yum Restaurants International

YRI Brand Identity Standards: N o v e m b e r 2 0 0 6

Further Protecting
Our Identity.
Our KFC lettertype is a unique
set of trademarked letter forms

Master Lettertype Formats.

White Highlight Formats.

highlights on the letter forms that contribute to the

KFC corporate identity system. The

uniqueness of the KFC lettertype. It is preferred that

refreshed type, like the modernized

one of these formats with highlights be used in all

Colonel logo, is an evolution of our

printed applications (including packaging).

friendly, inviting feel.

be used in KFC Rich Red and White.

The 1-colour applications, shown below in black,

may be used as secondary artwork applications.

Most of the lettertype formats contain elegant

designed specifically for use in the

classic lettertype and has a warm,

The master lettertype formats below may only

1-Colour Secondary
Lettertype Formats.

Never use a 1-colour KFC Lettertype format to

take the place of the required trademarked
red or white lettertype.

KFC Rich Red Lettertype with White Highlights

can be used on any background.

Solid Lettertype Format.

A new format without highlights has been developed to

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.

bring a sense of freshness and crispness to the letters

KFC 1-Colour Lettertype with White Highlights.

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 an
approved KFC Rich Red background. This is the preferred

ONLY use White KFC Lettertype without KFC Rich

Red Highlights on KFC Rich Red background.

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 allowed in certain
extreme applications in which the white highlight is impossible to
reproduce, such as small-scale wearable embroidery. Never use
all-red letters to represent the core logo trademark in marketing,
TV, business, packaging, graphic, or signage applications.

ONLY use the KFC 1-Colour Lettertype without

the White Highlights for wearables.
White Lettertype with KFC Rich Red highlights
can be used on any solid background.

Never use any colour other than red or white to reproduce any of
the KFC lettertype formats as 3-dimensional signage letter forms.

NOTE:

Refer to GFP Development Standards Library Vol. IV for approved

signage edge return colour options.

Never change the highlight colour in master logo

formats from white or KFC Rich Red.

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

KFC Lettertype Formats and Colours

2.4

Secondary Script Lettertypes.

SECTION 2
2006 Yum Restaurants International

YRI Brand Identity Standards: N o v e m b e r 2 0 0 6

Secondary Elements.

1-Colour Scripts.

The Kentucky Fried Chicken Script lettertype was originally developed by

The Classic font option is a

Colonel Sanders in 1952. It is a genuine, time-honored essence of the brand.

contemporary letter style that closely

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.

1-colour scripts used for signage must be in KFC Rich Red.

Other 1-colour usage is restricted to interior art or graphic
elements only.

Heritage Script - use for all mediums.

Classic 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

Classic Script Enhances the KFC Brand.

2006 Yum Restaurants International

YRI Brand Identity Standards: N o v e m b e r 2 0 0 6

Our Own
Proprietary Font.

SECTION 2

Classic Script - use for all mediums.

How to Use the Classic Script.

To download the font, log onto www.kfclogos.com
for use in both the MAC and PC environments.
Always use one colour, KFC Rich Black,white
(reversed), or KFC Rich Red when setting the classic
script font.

The KFC Classic Script font

was created as an enhancement
element to the updated Master
It is especially useful to markets

For use across all mediums, but use sparingly in

headlines, sub-heads, or to indicate retail costs but not
for use as general body copy.

needing to translate a specific

Use for translations to a local language. When copy

headline or phrase into a

is translated into a local language in a market, the

translation must be submitted to Yum Trademark
Counsel for review.

Logo and Signage formats.

local language.

Use the Classic Scrip KFC Rich Black, KFC Rich Red, or White (reversed).

NOTE:
Never use the classic script font in
place of the required KFC Lettertype
in the master logo formats.

KFC Proprietary Classic Script Font

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

2.6

Logo Rules and Cropping Guidelines.

2006 Yum Restaurants International

YRI Brand Identity Standards: N o v e m b e r 2 0 0 6

Ensure Consistency.
Follow these simple rules and
guidelines to maintain consistency
in the Colonel logos:
1. Maintain the Colonels 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 Colonels hair.

SECTION 2

The Colonels Signature Tilt.

8 degree tilt.

No Top-Crop on
Vertical Formats.

In nearly all formats the Colonel has

a signature 8 degree tilt off the vertical
axis, which is never to be altered.

The top of the Colonels head

is fully illustrated in all
Vertical formats.

Circle and Bucket Formats.

The Colonel is always on the 8 degree angle in the
Straight Bucket and in the Circle Logo formats.

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.

4. Never crop above the left black tip

of the bib on the apron.

Signature 8 degree tilt.

Square 1 x 1

The master logo shows the full

image of the Colonel, including
the top of his head. However, in
some cases cropping is necessary

Horizontal Top-Crop.

to achieve maximum impact.

In horizontal formats, the top-crop is

always made at the highest, left peak
of the Colonels hair.

Vertical 1 x 1.25

Consistent cropping is crucial to

Minimum Size.

maintaining the integrity of the KFC

It is important to make sure that the logo details

are always visible when reduced to a small size.

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.

Apron Edge.

The minimum allowable size is

16mm wide in any proportion (5/8).
Horizontal

The apron is never cropped higher 1.25 x 1

than just above the bottom left
black tip of the bib edge.
Never extend the apron artwork.

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

Logo Cropping Guidelines

2.7

 and TM Protect the KFC Brand.

2006 Yum Restaurants International

YRI Brand Identity Standards: N o v e m b e r 2 0 0 6

The Importance of
Trademark Symbols.
Trademark registration with Global

SECTION 2

Text Copy Trademark References.

The symbol should always appear at the first reference
to the acronym KFC within any text copy. After the initial

Patent and Trademark Offices gives

and TM Size and Positioning.

notice to the public of our ownership

When the Colonel logo and the KFC lettertype are scaled

of the Colonel artwork and the KFC

down, the trademarks may become illegible. Always make

and Kentucky Fried Chicken lettertypes.

sure to keep the and TM at least 6-point type, and maintain

It allows us to protect the integrity of

their fixed positions.

The Difference between and TM

Essentially, the use of the TM alerts the public to our exclusive
claim to the KFC Colonel logos. The can be used only after
these logos are officially registered, not while the applications
are pending.

the logo by controlling how it is used

reference the may be dropped.

The same is true when referring to a KFC product:
depending on whether the product name is a trademark,
its initial mention in a
body of text will require
the use of a or TM.

in connection with our products and

KFC and Kentucky Fried Chicken lettertypes

After that, the trademark

services. No one can copy or use the

are always accompanied by .

symbol or TM may
be dropped.

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.

Remember:
The Colonel logos and KFC trademarks always need a TM.
Once they are officially registered with the local country
trademark office, the TM should be changed 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 the registration
status of any trademark.
When reproducing either the KFC lettertype or the Colonel
artwork in large-size applications, always re-proportion the
size of the and TM to be smaller, so as not to be overly
prominent in relation to the KFC logo.

Refer to Page 1.4 for comprehensive

NO
Never move
the or TM
to another
position. If either needs to be
resized, always keep them in
the same position.

legal guidelines.

Important Logo Trademark Guidelines

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

2.8

Formats No Longer Used.

SECTION 2
2006 Yum Restaurants International

YRI Brand Identity Standards: N o v e m b e r 2 0 0 6

A Note on Horizontal
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
fascia signage with repeating logos.
Repeating the logo in signage is no

NO

These formats have all been retired, either because they no longer reflect the current brand spirit,

NO
Do not use the
Vertical Oval format.

Do not use Horizontal

formats longer than a
2 x 1 proportion with
either the old logo or
modernized logo, or the
KFC lettertype.

longer allowed. Moving forward, the

NO

signage must be replicated in the

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

Do not repeat the logo, with either the old logo or modernized logo.

on usage should be directed to Senior

Marketing Leaders.

NO

The updated logo

proportions also
apply to reimaging programs.
NOTE:
For replacement
signage guidelines refer
to the GFP Development
Standards Library Vol. IV.

Do not use the

Horizontal Oval format.

Do not repeat the lettertype in either the old or updated style.

NO

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

2.9

Ensuring a Consistent KFC Brand Image.

2006 Yum Restaurants International

YRI Brand Identity Standards: N o v e m b e r 2 0 0 6

In order to maintain the integrity of

the KFC brand identity, this updated

NO

NO

SECTION 2

NO

NO

NO

NO

KFC YRI Brand Identity Standards

Manual prohibits distorting the logo or
lettertype in any of the ways shown
here and on page 2.11.

Never vary the cropping.

1. Never vary the crop of the

logo artwork. Refer to page
2.6 for cropping guidelines.

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.

Continued,

Never shift, mirror, or modify the Colonel.

NO

NO

NO

NO

Never change the fixed angle of the logo or lettertype.

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

NO

NO

Things Not to Do

2.10

Dont Change the Logo, Lettertype, or Artwork.

2006 Yum Restaurants International

YRI Brand Identity Standards: N o v e m b e r 2 0 0 6

NO
4. Dont manipulate the background
shape of the logo formats in

SECTION 2

NO

NO

NO

NO

NO

any way.
5. Never alter the defined position,
size, or colour of the KFC
lettertype when used with the

Dont manipulate the background shape.

Colonel icon.
6. Never change the colour of the
logo, or secondary artwork.

NO

NO

NO

NO

NO

NO

7. Dont distort or stretch the logo,

lettertype, or any of the secondary
artwork elements.
Never change the position or colour of the KFC lettertype.
NOUS

NO

CH

ICKEN EXP
ER
FC
K

NO

NO

Never change the colour of the logo or secondary artwork.

GO

NO

OD

NO

WORLD FAM
O

NO

TS

NO

FIN

G E R LIC

KI

NO

NO
NO

Never stretch the logo, lettertype, or secondary artwork.

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

NO

Things Not to Do

2.11

1-Colour Secondary Artwork.

SECTION 2
NOTE:

2006 Yum Restaurants International

YRI Brand Identity Standards: N o v e m b e r 2 0 0 6

No 2-colour artwork
versions are allowed.
Secondary Artwork (including the
Medallions, and the Kentucky Fried
Chicken script and Its Finger Lickin

Positive Reverse.

A freestanding Colonel
may be used in
1-colour without the
KFC Lettertype.

Good script) utilizes the image of the

Colonel as a graphic element which

In reverse applications, its best to use the 1-colour

Use a dark field
with a white or
reversed outline
to hold the
Colonels image.

helps to visually communicate and

reinforce the KFC brand message.
Secondary Artwork may only be used
in conjuction with a master logo.
NO

Dont
reproduce
the 1-colour
Freestanding
Logo on a
patterned
background.

1-Colour Logos.
The 1-colour application is for use
only as a secondary artwork element
or for situations when the 4-colour

KFC logo that features a positive image of the Colonel,

with a dark background to hold the Colonels image.
For items such as engraved plaques and window glass
decals use the Positive-Image Reverse logo with an outline.

Maintain the
proportions as
set out in the
4-colours formats.

The outline separates the Colonel from the dark background.

All the approved KFC Logo Formats can be reproduced in
1-colour Positive-Image Reverse, with or without the outline.
In the Alternate Formats, the Colonels head should always
be cropped exactly like the colour versions.
NO

master logo cannot be reproduced,

(such as newspaper advertising and
on specialty premiums).

Secondary Artwork.
Where the Colonel likeness is adapted as secondary
brand artwork additional colours may be used, provided

NOTE:

Never use secondary artwork in

place of the required master logo.
Never use 1-colour artwork for
exterior trade dress or site signage.

it is clear that the Colonels image is intended to be a

secondary artistic element and not an exact replication of

Head-only artwork
for use in artistic,
secondary graphics.

Never reproduce a
negative reverse image of
the KFC logo where the
Colonel forms a ghostly
negative image.

the logo. At no time should secondary usage of a

1-colour version of the Colonel overshadow primary logo
communication requirements.

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.

2.12

Professional Branded Apparel Items.

2006 Yum Restaurants International

YRI Brand Identity Standards: N o v e m b e r 2 0 0 6

Basic Guidelines.
Wearables play a prominent role
in the KFC brand image. They

Recommended Wearable Logo Formats.

Selecting the Colour

for the Material.

Use one of the master formats of the Colonel logo when producing wearables:
Straight Bucket, Circle, Square, and 1 x 1.25 Vertical format.

Consideration for a material colour that compliments our

NOTE:

offer visibility and association with

Due to difficulties
in the execution of
wearables, the
KFC Light Warm
Beige face tone is
omitted and replaced
with white.

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.

It is also acceptable to use

KFC and the Colonel separately.

Tone-on-Tone.

An option for wearables is to use the

Always use a thread darker than

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

colour application for the KFC lettertype on

Here are some basic guidelines to

wearables is KFC Rich Red or White. Tone-on-tone options may also be

follow when producing wearables with

used provided the thread colour is darker than

embroidery or silk-screen.

the fabric colour as shown to the right.

NOTE:
It is best to embroider
directly onto fabric
rather than to silkscreen or sew on an
embroidered patch.

SECTION 2

KFC colour palette will ensure a professional end result.

Suggested material colours are:
White or Black

Slate

Beige

Olive Green

Grey

Brown
Deep Red

material and the embroidery or

silkscreen (as shown here).

NO

Never combine the Colonel

Icon with the KFC lettertype
when producing wearables.

Omit the outline in

1-colour applications.

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

2.13

Enhancing the Brand Message.

2006 Yum Restaurants International

YRI Brand Identity Standards: N o v e m b e r 2 0 0 6

Traditional Style
Secondary
Artwork.
The Colonel Medallion and
the Secret 11 Medallion on the
following page, were created

Bodoni Bold

SECTION 3

Classic Style

Bookman Old Style Italic

Urban Style
Microgramma Med. Extended

Positive
Colonel
Medallion
Artwork

to supply enhancement graphics

in-store fixtures.

elements help visually

No more than one application may be used on the window

glass or entry door glass of any given building elevation.

communicate and reinforce

the KFC brand message by

Requirements for Copy Changes

and Language Translations.

utilizing the image of the Colonel

and trademarked phrases.

created in three distinct styles to

For use as interior graphic design and artwork,

the Colonel Medallion may be scaled large or small.
It may also be cropped, depending on the needs
of the artwork.

No more than one application may be used on the wall

surfaces of any given exterior building elevation.

These secondary graphic

the Secret 11 Medallions were

Always use one colour to reproduce the

Colonel Medallion.

Exterior trade dress applications may

incorporate the Colonel Medallion as a secondary
brand element, but:

to promotional materials or

Both the Colonel Medallion and

How to Use Medallions.

Reversed
Colonel
Medallion
Artwork

reach specific market audiences:

Traditional
Classic
Urban
NOTE:
Never use the Colonel Medallion in
place of the required Colonel logo.
Never use the Colonel Medallion
directly adjacent to, or intersecting
with, the full Colonel logo or the
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.

Any variation in copy must be submitted to

Senior Marketing Leadership.
Trademark clearance is required in every market that intends
to use the Colonel Medallion or the Secret 11 Medallion.
Markets must check with Yum Trademark prior to usage.
The copy inside the Colonel Medallion and the Secret 11
Medallion is a fixed part of this brand trademark element.
This copy cannot be changed in the field without prior
approval from YRI Marketing and YRI Legal.
If copy is translated into a local language in a market,
the translation must be submitted to Yum Trademark
Counsel for review.

Colonel Medallions

3.1

Secondary Graphics for Unique Markets.

2006 Yum Restaurants International

YRI Brand Identity Standards: N o v e m b e r 2 0 0 6

Design Styles
Directed to
Three Individual
Audiences.

SECTION 3

How to Use Medallions.

Traditional Style

Classic Style

Bookman Old Style Italic

Bodoni Bold

Urban Style
Microgramma Med. Extended

Like the Colonel Medallion on the

The Secret 11 Medallions can be used in a

similar fashion to the Colonel Medallions on
the previous page.
Always use one colour to
reproduce the Colonel Medallion.
Exterior trade dress applications
may incorporate the Colonel Medallion
as a secondary brand element, but:

preceding page, the Secret 11

Medallion provides enhancement

and in-store fixtures.

No more than one application may be

used on the wall surfaces of any given
exterior building elevation.

NOTE:
Never use the Secret 11 Medallion in
place of the required Colonel logo.

No more than one application may be

used on the window glass or entry door
glass of any given building elevation.

graphics to promotional materials

Never use the Secret 11 Medallion

directly adjacent to, or intersecting
with, the full Colonel logo or the
KFC Lettertype.

Reversed Urban Style

Cropping Guidelines

Microgramma Bold Extended

Medallion artwork. Always place medallions

herbs
et
cr
e
s

cr

ele

ven spice
s

olonels ele
ec
ve
th
n

of the s
e

et

e
om

It is acceptable to crop the Secret 11

&

sp
ice
s

against another graphic or building element

No more than one application may be

used on the wall surfaces of any given
exterior building elevation.
No more than one application may be
used on the window glass or entry door
glass of any given building elevation.
Important! The Secret 11 Medallions are
designed to be used as stand-alone artwork
and should never be directly combined with
other signs or Colonel Icon elements.

to define the cropping line. Cropped versions

of medallions should never be placed in the
middle of any graphic or window frame.
It is necessary to rotate the type around the
medallion to ensure the complete message
is legible. Also, delete any letters that are
partially cropped where they run off of the
defined edge.

The Urban Style 11 artwork in both the

positive and reversed formats is customized
and for use only with the Microgramma font.

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

Secret 11 Medallions

3.2

A Time-honored Famous Phrase.

2006 Yum Restaurants International

YRI Brand Identity Standards: N o v e m b e r 2 0 0 6

SECTION 3
NOTE:
For all of the colour options
log onto www.kfclogos.com

Secondary Artwork.

1-Colour Scripts.

Our trademark phrase: its finger lickin good helps to communicate

The Script lettertype helps impart a feeling of warmth

and reinforce the KFC brand message with the use of our trademarked,

and authenticity, and it is used primarily as a secondary

famous phrase. Use it on promotional materials or in-store fixtures as

brand artwork element. It should be used sparingly.

1-colour usage is restricted to interior art

or graphic elements only.

an enhancement graphic.

Classic Script - use for all mediums.

Heritage Script - use for all mediums.

Solid Script in KFC Rich Red.

Solid Script in KFC Rich Red.

Vintage Script - use for all mediums.

NOTE:

The Vintage Script was adapted from the original chicken bucket type.
Our trademark phrase is its finger
lickin good always include the
word its when using this timehonored famous slogan.

Solid Script in KFC Rich Red.

Remember:
KFC trademarks always need a TM. Once they are officially
registered with the local country trademark office, the TM
should be changed to .
Local markets are responsible for checking with Yum
Trademark Counsel in Dallas to determine the registration
status of any trademark.

Finger Lickin Good Script Formats

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

3.3

Promotion For Stores Offering Delivery.

2006 Yum Restaurants International

YRI Brand Identity Standards: N o v e m b e r 2 0 0 6

Make an Impact
with the Addition of
a Delivery Logo.
The delivery logo formats have been
designed to have a memorable visual

SECTION 3

Use both face tones for print and broadcast applications:

NOTICE:

In the 3-colours logo,

KFC Light Warm Beige
face tone is omitted.

Merchandising
Packaging
Advertising
Business & Promotional Materials
TV

Use a modified format and omit

the KFC Light Warm Beige for:
Signage
Wearables
Applications Where the Face
Tone is Not Reproducible

impression on packaging, television,

signage, and other marketing
materials. For locations offering
delivery, this logo leaves a strong
impact across all mediums, including
1-colour applications.

Horizontal Format without the Phone Number.

Vertical Format without the Phone Number.

The addition of a delivery logo will

enhance the refreshed, contemporary
restaurant designs currently being

An Option to Include a Delivery Phone Number.

introduced in all worldwide markets.

Log onto www.kfclogos.com to download
the native file and modify the phone number
for a specific store. The phone number

NOTE:
There are no 2-colour versions of the Delivery Logos.
This black and white version below is especially useful
on coupons and in newspaper advertising. For all of the
valid formats, go to www.kfclogos.com.

option, in either vertical or horizontal format,

(99-9)9 999 999
(99-9)9 999 999

is set in the Arial font and it is surrounded

by a white field for use on any background.
(99-9)9 999 999

KFC Delivery Logo Formats

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

3.4

Promotion For Locations Offering Express.

YRI Brand Identity Standards: N o v e m b e r 2 0 0 6

Convenience
Locations now have
an Express Logo.
The addition of Express to
the Updated KFC Logo identifies
the convenience of pre-packaged

Use both face tones for print and

broadcast applications:
Merchandising
Packaging
Advertising
Business & Promotional Materials
TV

SECTION 3

2006 Yum Restaurants International

Use a modified format and omit

the KFC Light Warm Beige for:

NOTICE:

In the 3-colours logo, KFC Light Warm Beige

face tone is omitted.

Signage
Applications Where the Face
Tone is Not Reproducible

products to our customers.

To further enhance the impact and
to highlight the Express message,
the new logo has been designed
with an additional yellow colour.
The colour specifications for the
4-Colours Express logo, and the
Express Signage formats are detailed
at right.

5 Spot Colours.
The modernized KFC Expressl logo has the addition of KFC
Express Yellow to enable maximum colour impact for print and

NOTE:
The KFC Bright Red halo is optional on
signage. Please go to kfclogos.com for
valid signage artwork files.

broadcast applications.
KFC Rich Red - PANTONE 187
KFC Rich Black - PANTONE Black
KFC Medium Warm Beige - PANTONE 727 CV*

Signage 3M Vinyl Colours

NOTE:

KFC Rich Red - 3M 3630-53

The 3M Scotchcal

KFC Rich Black - 3M 3630-22

Translucent Film
Series 3630 is used

KFC Medium Warm Beige - 3M 3630-0647

for second-surface

White Diffuser - 3M 3635-30

applications.

Bright Red, Deep Burgundy and

Express Yellow are for signage only.

Use 3M Film Series

3632 for first-surface
applications.

KFC Deep Burgundy - 3M 3630-2395

KFC Light Warm Beige - PANTONE 9201 CV*

KFC Bright Red - 3M 3630-2658 (This colour optional on Signage)

KFC Express Yellow - PANTONE 123*

KFC Express Yellow - 3M 3630-25 (Sunflower)

* CV indicates the CMYK formula has been adjusted from the standard
PMS 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.

KFC Express Logo Formats

3.5

Standard Colour Matching Systems.

SECTION 4

2006 Yum Restaurants International

YRI Brand Identity Standards: N o v e m b e r 2 0 0 6

h Red
KFC RicTONE 187

79 / K - 20

PANTONE , CMYK,
RAL, and 3M.

PAN
- 100 / Y
C-0/M
Process:

KFC Rich Red

PANTONE 187
RAL 3031
Process: C - 0 / M - 100 / Y - 79 / K - 20

PANTONE

Our collective goal is to maintain

PANTONE

187
PANTONE

187

PANTONE

187

PANTONE

187

PANTONE

187

PANTONE

PANTONE

187

PANTONE

187

PANTONE

187

187

PANTONE

187

PANTONE

PANTONE

187

PANTONE

187

PANTONE

187

187

consistent, precise representation of

PANTONE

KFC Rich Black

PANTONE

187

PANTONE

187

PANTONE

187
PANTONE

PANTONE

187

PANTONE

187

PANTONE

187

PANTONE

PANTONE

187

PANTONE

187

PANTONE

187

PANTONE

187

187

PANTONE

187

187
PANTONE

PANTONE

187

PANTONE

187

this manual go to www.kfclogos.com.

187

To order colour chips or a hard copy of

187

PANTONE Black
RAL 9005
Process: C - 0 / M - 13 / Y - 49 / K - 98

throughout the world. By utilizing

PANTONE

187

each of our colours, in every application

PANTONE

187

Order KFC Colour

Chips Online.

187

PANTONE

187

standard colour matching systems we

PANTONE

187

KFC Medium Warm Beige

ensure the KFC logo will be reproduced

PANTONE 727 CV (CV indicates the CMYK formula

has been adjusted from the standard breakdown)
RAL 060 80 20
Process: C - 0 / M - 15 / Y - 25 / K - 3

correctly. PANTONE , RAL , Process

Printing CMYK , and 3M are matching
systems used for each of the aptly

KFC Light Warm Beige

named KFC logo colours:

PANTONE

187

PANTONE

187

PANTONE

187

PANTONE

187

Colour chips should be replaced once

a year. After a year, the ink colours could
fade and risk an inaccurate colour match.

Important! The colour chip pages are extremely vulnerable

to fading from ultraviolet rays. Avoid excessive exposure
to light, and always keep pages out of direct sunlight.

PANTONE 9201 CV (CV indicates the CMYK formula

has been adjusted from the standard breakdown)
RAL 9001
Process: C - 0 / M - 5 / Y - 10 / K - 0

KFC Rich Red

KFC Rich Black
KFC Medium Warm Beige
KFC Light Warm Beige
Because different reproduction
Signage 3M Vinyl Colours

of the colour matching systems, be

KFC Rich Red - 3M 3630-53

aware that the final appearance of the

KFC Rich Black - 3M 3630-22

colours will vary slightly. However, great

KFC Medium Warm Beige - 3M 3630-0647

care has been used in selecting the

colour specifications, so the variance
from one colour matching system to
the other should be minimal.

Specifying KFC Colours.

situations will require the use of one

White Diffuser - 3M 3635-30

Bright Red and Deep Burgundy

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

NOTE:
The 3M Scotchcal
Translucent Film
Series 3630 is used
for second-surface
applications.
Use 3M Film Series
3632 for first-surface
applications.

Colour chip pages should always be used to match colour when

printing with 4-colour process. Always specify the PANTONE colour
name, or give the PANTONE colour chips to the vendor who will be
producing the printed material. Make sure to select the KFC colour chip
for either coated or uncoated paper, depending on the paper stock for

NOTE:
The colours represented on this document will vary
widely when viewed on screen or output to printer.
For correct colour representation, marketing teams
should always reference PANTONE colour chips.
Colour decisions made solely from screen viewing or
non-colour-correct hard copies risk inaccuracies.

the project. Work with your vendor to make sure the end result is a true

KFC Bright Red - 3M 3630-2658

colour match to the specified PANTONE chip.

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

Colour Specications & Colour Matching Systems

4.1

Electronic Artwork to Download.

COLONEL LOGO

Signage Artwork

Secondary Artwork

COLONEL WITH THE HALO

3-COLOUR

SQUARE

HORIZONTAL

VERTICAL

1x1

1x1

1x1

1.25 x 1

1 x 1.25

1.25 x 1 KFC

1 x 1.5

1.5 x 1

1 x 1.75

1.5 x 1 KFC

1 x 2 KFC

1 x 1.25

1 x 1.25

Bucket Right

1 x 1.5

Circle

Bucket Straight

Heritage Red 2 Line

Classic 2-Colour

Heritage Red

Heritage Black

Heritage Red 3 Line

Classic Black

Classic Red

Heritage Red

Classic Red

ONE COLOUR LOGOS

1.75 x 1 KFC

11 Black Classic Style

Colonel Traditional OR Solid

Colonel 1x1 Black

2 x 1 KFC

11 Black Traditional Style

Colonel Traditional OR White

Colonel Black

11 Black Urban Style

Colonel Traditional World Solid

Colonel Head Black

11 Black Urban Style Bold

Colonel Traditional World White

Colonel Classic OR Solid

Colonel Urban OR Solid

Proprietary Classic Script Font

Colonel Classic OR White

Colonel Urban OR White

KFC Classic Script

Colonel Classic World Solid

Colonel Urban World Solid

Colonel Classic World White

Colonel Urban World White

BUCKET

BLADE

Bucket Straight

Circle
Circle KFC

LETTERTYPE
Red/Highlight

KFC LETTERTYPE

Heritage 2-Colour

COLONEL & SECRET 11 MEDALLIONS

Circle
Circle KFC

FINGER LICKIN GOOD SCRIPT

KENTUCKY FRIED CHICKEN SCRIPT

4-COLOUR

1.25 x 1 KFC

To download
logos, signage, or
secondary artwork
log onto
www.kfclogos.com

2006 Yum Restaurants International

YRI Brand Identity Standards: N o v e m b e r 2 0 0 6

Master Logos

SECTION 4

White

DELIVERY LOGOS

White/Highlight

Black

HORIZONTAL

VERTICAL

Black with Highlight

Plain: 4, 3, & 1 Colour

Plain: 4, 3, & 1 Colour

With Number: 4, 3, & 1 Colour

With Number: 4, 3, & 1 Colour

Red with Highlight

COLONEL WITHOUT THE HALO

White

SQUARE

HORIZONTAL

VERTICAL

White with Highlight

1x1

1.25 x 1

1 x 1.25

1.25 x 1 KFC

1 x 1.5

4-COLOUR

SIGNAGE

1.5 x 1

1 x 1.75

Plain: 4, 3, & 1 Colour

With the Halo

1.5 x 1 KFC

1 x 2 KFC

With Number: 4, 3, & 1 Colour

Without the Halo

EXPRESS LOGOS

1.75 x 1 KFC
2 x 1 KFC

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

Available Downloads at www.kfclogos.com

4.2

KFC Rich Black

KFC Rich Red

PANTONE 187

PANTONE 187

PANTONE 187

PANTONE 187

PANTONE 187

PANTONE 187

PANTONE 187

PANTONE 187

PANTONE 187

PANTONE 187

PANTONE 187

PANTONE 187

PANTONE 187

PANTONE 187

PANTONE 187

PANTONE 187

PANTONE 187

PANTONE 187

PANTONE 187

PANTONE 187

PANTONE 187

PANTONE 187

PANTONE 187

PANTONE 187

PANTONE 187

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

PANTONE 187

PANTONE 187

PANTONE 187

PANTONE 187

PANTONE 187

PANTONE 187

PANTONE 187

PANTONE 187

PANTONE 187

PANTONE 187

PANTONE 187

PANTONE 187

PANTONE 187

PANTONE 187

PANTONE 187

PANTONE 187

PANTONE 187

PANTONE 187

PANTONE 187

PANTONE 187

PANTONE 187

PANTONE 187

PANTONE 187

PANTONE 187

PANTONE 187

PANTONE 187

PANTONE 187

PANTONE 187

PANTONE 187

PANTONE 187

PANTONE 187

PANTONE 187

PANTONE 187

PANTONE 187

PANTONE 187

PANTONE 187

PANTONE Black Process: C - 0 / M - 13 / Y - 49 / K - 98

PANTONE 187

PANTONE 187

PANTONE 187

PANTONE 187

PANTONE 187

PANTONE 187

PANTONE 187

PANTONE 187

PANTONE 187

PANTONE 187

PANTONE 187

PANTONE 187

PANTONE 187

PANTONE 187

PANTONE 187

PANTONE 187

PANTONE 187

PANTONE 187

PANTONE 187

PANTONE 187

PANTONE 187

PANTONE 187

PANTONE 187

PANTONE 187

PANTONE 187

PANTONE 187

PANTONE 187

PANTONE 187

PANTONE 187

PANTONE 187

PANTONE 187

PANTONE 187

PANTONE 187

PANTONE 187

PANTONE 187

PANTONE 187

PANTONE 187

PANTONE 187

PANTONE 187

PANTONE 187

PANTONE 187

PANTONE 187

PANTONE 187

PANTONE 187

PANTONE 187

PANTONE 187

PANTONE 187

PANTONE 187

PANTONE Black

PANTONE Black

PANTONE Black

PANTONE Black

PANTONE Black

PANTONE Black

PANTONE Black

PANTONE Black

PANTONE Black

PANTONE Black

PANTONE Black

PANTONE Black

PANTONE Black

PANTONE Black

PANTONE Black

PANTONE Black

PANTONE Black

PANTONE Black

PANTONE Black

PANTONE Black

PANTONE Black

PANTONE Black

PANTONE Black

PANTONE Black

PANTONE Black

PANTONE Black

PANTONE Black

PANTONE Black

PANTONE Black

PANTONE Black

PANTONE Black

PANTONE Black

PANTONE Black

PANTONE Black

PANTONE Black

PANTONE Black

PANTONE Black

PANTONE Black

PANTONE Black

PANTONE Black

PANTONE Black

PANTONE Black

PANTONE Black

PANTONE Black

PANTONE Black

PANTONE Black

PANTONE Black

PANTONE Black

PANTONE Black

PANTONE Black

PANTONE Black

PANTONE Black

PANTONE Black

PANTONE Black

PANTONE Black

PANTONE Black

PANTONE Black

PANTONE Black

PANTONE Black

PANTONE Black

PANTONE Black

PANTONE Black

PANTONE Black

PANTONE Black

PANTONE Black

PANTONE Black

PANTONE Black

PANTONE Black

PANTONE Black

PANTONE Black

PANTONE Black

PANTONE Black

PANTONE Black

PANTONE Black

PANTONE Black

PANTONE Black

PANTONE Black

PANTONE Black

PANTONE Black

PANTONE Black

PANTONE Black

PANTONE Black

PANTONE Black

PANTONE Black

PANTONE Black

PANTONE Black

PANTONE Black

PANTONE Black

PANTONE Black

PANTONE Black

PANTONE Black

PANTONE Black

PANTONE Black

PANTONE Black

PANTONE Black

PANTONE Black

PANTONE Black

PANTONE Black

PANTONE Black

PANTONE Black

PANTONE Black

PANTONE Black

PANTONE Black

PANTONE Black

PANTONE Black

PANTONE Black

PANTONE Black

PANTONE Black

KFC Light Warm Beige

KFC Medium Warm Beige

PANTONE 727 CV

PANTONE 9201 CV

Process: C - 0 / M - 15 / Y - 25 / K - 3

(CV indicates the CMYK formula has been adjusted from the standard breakdown)

PANTONE 727 CV

PANTONE 727 CV

PANTONE 727 CV

PANTONE 727 CV

PANTONE 727 CV

PANTONE 727 CV

PANTONE 727 CV

PANTONE 727 CV

PANTONE 727 CV

PANTONE 727 CV

PANTONE 727 CV

PANTONE 727 CV

PANTONE 727 CV

PANTONE 727 CV

PANTONE 727 CV

PANTONE 727 CV

PANTONE 727 CV

PANTONE 727 CV

PANTONE 727 CV

PANTONE 727 CV

PANTONE 727 CV

PANTONE 727 CV

PANTONE 727 CV

PANTONE 727 CV

PANTONE 727 CV

PANTONE 727 CV

PANTONE 727 CV

PANTONE 727 CV

PANTONE 727 CV

PANTONE 727 CV

PANTONE 727 CV

PANTONE 727 CV

PANTONE 727 CV

PANTONE 727 CV

PANTONE 727 CV

PANTONE 727 CV

PANTONE 727 CV

PANTONE 727 CV

PANTONE 727 CV

PANTONE 727 CV

PANTONE 727 CV

PANTONE 727 CV

PANTONE 727 CV

PANTONE 727 CV

PANTONE 727 CV

PANTONE 727 CV

PANTONE 727 CV

PANTONE 727 CV

PANTONE 727 CV

PANTONE 727 CV

PANTONE 727 CV

PANTONE 727 CV

PANTONE 727 CV

PANTONE 727 CV

PANTONE 727 CV

PANTONE 727 CV

PANTONE 727 CV

PANTONE 187

PANTONE 727 CV

PANTONE 727 CV

PANTONE 727 CV

PANTONE 727 CV

PANTONE 727 CV

PANTONE 727 CV

PANTONE 727 CV

PANTONE 727 CV

PANTONE 727 CV

PANTONE 727 CV

PANTONE 727 CV

PANTONE 187

PANTONE 727 CV

Process: C - 0 / M - 5 / Y - 10 / K - 0

(CV indicates the CMYK formula has been adjusted from the standard breakdown)

PANTONE 727 CV

PANTONE 727 CV

PANTONE 727 CV

PANTONE 727 CV

PANTONE 727 CV

PANTONE 727 CV

PANTONE 727 CV

PANTONE 727 CV

PANTONE 727 CV

PANTONE 727 CV

PANTONE 727 CV

PANTONE 727 CV

PANTONE 727 CV

PANTONE 727 CV

PANTONE 727 CV

PANTONE 727 CV

PANTONE 727 CV

PANTONE 727 CV

PANTONE 727 CV

PANTONE 727 CV

PANTONE 727 CV

PANTONE 727 CV

PANTONE 727 CV

PANTONE 727 CV

PANTONE 727 CV

PANTONE 727 CV

PANTONE 727 CV

PANTONE 727 CV

PANTONE 727 CV

PANTONE 727 CV

PANTONE 727 CV

PANTONE 727 CV

PANTONE 727 CV

PANTONE 727 CV

PANTONE 727 CV

PANTONE 727 CV

PANTONE 727 CV

PANTONE 9201 CV PANTONE 9201 CV PANTONE 9201 CV PANTONE 9201 CV PANTONE 9201 CV PANTONE 9201 CV PANTONE 9201 CV PANTONE 9201 CV PANTONE 9201 CV

PANTONE 9201 CV PANTONE 9201 CV PANTONE 9201 CV PANTONE 9201 CV PANTONE 9201 CV PANTONE 9201 CV PANTONE 9201 CV PANTONE 9201 CV PANTONE 9201 CV

PANTONE 9201 CV PANTONE 9201 CV PANTONE 9201 CV PANTONE 9201 CV PANTONE 9201 CV PANTONE 9201 CV PANTONE 9201 CV PANTONE 9201 CV PANTONE 9201 CV

PANTONE 9201 CV PANTONE 9201 CV PANTONE 9201 CV PANTONE 9201 CV PANTONE 9201 CV PANTONE 9201 CV PANTONE 9201 CV PANTONE 9201 CV PANTONE 9201 CV

PANTONE 9201 CV PANTONE 9201 CV PANTONE 9201 CV PANTONE 9201 CV PANTONE 9201 CV PANTONE 9201 CV PANTONE 9201 CV PANTONE 9201 CV PANTONE 9201 CV

PANTONE 9201 CV PANTONE 9201 CV PANTONE 9201 CV PANTONE 9201 CV PANTONE 9201 CV PANTONE 9201 CV PANTONE 9201 CV PANTONE 9201 CV PANTONE 9201 CV

PANTONE 9201 CV PANTONE 9201 CV PANTONE 9201 CV PANTONE 9201 CV PANTONE 9201 CV PANTONE 9201 CV PANTONE 9201 CV PANTONE 9201 CV PANTONE 9201 CV

PANTONE 9201 CV PANTONE 9201 CV PANTONE 9201 CV PANTONE 9201 CV PANTONE 9201 CV PANTONE 9201 CV PANTONE 9201 CV PANTONE 9201 CV PANTONE 9201 CV

PANTONE 9201 CV PANTONE 9201 CV PANTONE 9201 CV PANTONE 9201 CV PANTONE 9201 CV PANTONE 9201 CV PANTONE 9201 CV PANTONE 9201 CV PANTONE 9201 CV

PANTONE 9201 CV PANTONE 9201 CV PANTONE 9201 CV PANTONE 9201 CV PANTONE 9201 CV PANTONE 9201 CV PANTONE 9201 CV PANTONE 9201 CV PANTONE 9201 CV

PANTONE 9201 CV PANTONE 9201 CV PANTONE 9201 CV PANTONE 9201 CV PANTONE 9201 CV PANTONE 9201 CV PANTONE 9201 CV PANTONE 9201 CV PANTONE 9201 CV

PANTONE 9201 CV PANTONE 9201 CV PANTONE 9201 CV PANTONE 9201 CV PANTONE 9201 CV PANTONE 9201 CV PANTONE 9201 CV PANTONE 9201 CV PANTONE 9201 CV

KFC Deep Burgundy

KFC Bright Red

3M 3630-2658 - For use in signage only.

3M 3630-2395 - For use in signage only.

3M 3630-2658

3M 3630-2658

3M 3630-2658

3M 3630-2658

3M 3630-2658

3M 3630-2658

3M 3630-2658

3M 3630-2658

3M 3630-2658

3M 3630-2395

3M 3630-2395

3M 3630-2395

3M 3630-2395

3M 3630-2395

3M 3630-2395

3M 3630-2395

3M 3630-2395

3M 3630-2395

3M 3630-2658

3M 3630-2658

3M 3630-2658

3M 3630-2658

3M 3630-2658

3M 3630-2658

3M 3630-2658

3M 3630-2658

3M 3630-2658

3M 3630-2395

3M 3630-2395

3M 3630-2395

3M 3630-2395

3M 3630-2395

3M 3630-2395

3M 3630-2395

3M 3630-2395

3M 3630-2395

3M 3630-2658

3M 3630-2658

3M 3630-2658

3M 3630-2658

3M 3630-2658

3M 3630-2658

3M 3630-2658

3M 3630-2658

3M 3630-2658

3M 3630-2395

3M 3630-2395

3M 3630-2395

3M 3630-2395

3M 3630-2395

3M 3630-2395

3M 3630-2395

3M 3630-2395

3M 3630-2395

3M 3630-2658

3M 3630-2658

3M 3630-2658

3M 3630-2658

3M 3630-2658

3M 3630-2658

3M 3630-2658

3M 3630-2658

3M 3630-2658

3M 3630-2395

3M 3630-2395

3M 3630-2395

3M 3630-2395

3M 3630-2395

3M 3630-2395

3M 3630-2395

3M 3630-2395

3M 3630-2395

3M 3630-2658

3M 3630-2658

3M 3630-2658

3M 3630-2658

3M 3630-2658

3M 3630-2658

3M 3630-2658

3M 3630-2658

3M 3630-2658

3M 3630-2395

3M 3630-2395

3M 3630-2395

3M 3630-2395

3M 3630-2395

3M 3630-2395

3M 3630-2395

3M 3630-2395

3M 3630-2395

3M 3630-2658

3M 3630-2658

3M 3630-2658

3M 3630-2658

3M 3630-2658

3M 3630-2658

3M 3630-2658

3M 3630-2658

3M 3630-2658

3M 3630-2395

3M 3630-2395

3M 3630-2395

3M 3630-2395

3M 3630-2395

3M 3630-2395

3M 3630-2395

3M 3630-2395

3M 3630-2395

3M 3630-2658

3M 3630-2658

3M 3630-2658

3M 3630-2658

3M 3630-2658

3M 3630-2658

3M 3630-2658

3M 3630-2658

3M 3630-2658

3M 3630-2395

3M 3630-2395

3M 3630-2395

3M 3630-2395

3M 3630-2395

3M 3630-2395

3M 3630-2395

3M 3630-2395

3M 3630-2395

3M 3630-2658

3M 3630-2658

3M 3630-2658

3M 3630-2658

3M 3630-2658

3M 3630-2658

3M 3630-2658

3M 3630-2658

3M 3630-2658

3M 3630-2395

3M 3630-2395

3M 3630-2395

3M 3630-2395

3M 3630-2395

3M 3630-2395

3M 3630-2395

3M 3630-2395

3M 3630-2395

3M 3630-2658

3M 3630-2658

3M 3630-2658

3M 3630-2658

3M 3630-2658

3M 3630-2658

3M 3630-2658

3M 3630-2658

3M 3630-2658

3M 3630-2395

3M 3630-2395

3M 3630-2395

3M 3630-2395

3M 3630-2395

3M 3630-2395

3M 3630-2395

3M 3630-2395

3M 3630-2395

3M 3630-2658

3M 3630-2658

3M 3630-2658

3M 3630-2658

3M 3630-2658

3M 3630-2658

3M 3630-2658

3M 3630-2658

3M 3630-2658

3M 3630-2395

3M 3630-2395

3M 3630-2395

3M 3630-2395

3M 3630-2395

3M 3630-2395

3M 3630-2395

3M 3630-2395

3M 3630-2395

3M 3630-2658

3M 3630-2658

3M 3630-2658

3M 3630-2658

3M 3630-2658

3M 3630-2658

3M 3630-2658

3M 3630-2658

3M 3630-2658

3M 3630-2395

3M 3630-2395

3M 3630-2395

3M 3630-2395

3M 3630-2395

3M 3630-2395

3M 3630-2395

3M 3630-2395

3M 3630-2395

3M 3630-2658

3M 3630-2658

3M 3630-2658

3M 3630-2658

3M 3630-2658

3M 3630-2658

3M 3630-2658

3M 3630-2658

3M 3630-2658

3M 3630-2395

3M 3630-2395

3M 3630-2395

3M 3630-2395

3M 3630-2395

3M 3630-2395

3M 3630-2395

3M 3630-2395

3M 3630-2395

Signage Colour Matching Samples

SECTION 4

2006 Yum Brands, Inc.

Global Brand Identity Standards: N o v e m b e r 2 0 0 6

To order more signage

colour sample cards go to
www.kfclogos.com.

KFC Signage 3M Vinyl Colours

KFC Signage 3M Vinyl Colours

KFC Signage 3M Vinyl Colours

Signage guidelines can be found in the GFP Development

Standards Library Vol. IV.

Signage guidelines can be found in the GFP Development

Standards Library Vol. IV.

Signage guidelines can be found in the GFP Development

Standards Library Vol. IV.

NOTICE:

NOTICE:

NOTICE:

In signage the KFC

Light Warm Beige
face tone is omitted

In signage the KFC

Light Warm Beige
face tone is omitted

In signage the KFC

Light Warm Beige
face tone is omitted

White Diffuser - 3M 3635-30

White Diffuser - 3M 3635-30

White Diffuser - 3M 3635-30

KFC Rich Red - 3M 3630-53

KFC Rich Red - 3M 3630-53

KFC Rich Red - 3M 3630-53

KFC Rich Black - 3M 3630-22

KFC Rich Black - 3M 3630-22

KFC Rich Black - 3M 3630-22

NOTE:
3M

Scotchcal

The
Translucent Film Series 3630
is used for second-surface
applications. Use 3M Film
Series 3632 for firstsurface applications.

NOTE:
KFC Medium Warm Beige - 3M 3630-0647

3M

Scotchcal

The
Translucent Film Series 3630
is used for second-surface
applications. Use 3M Film
Series 3632 for firstsurface applications.

KFC Deep Burgundy - 3M 3630-2395

To order more signage

colour sample cards go to
www.kfclogos.com.

KFC Bright Red - 3M 3630-2658

For additional information on 3M vinyl products or

to find a distributor, go to www.scotchprint.com.

NOTE:
KFC Medium Warm Beige - 3M 3630-0647

The 3M Scotchcal
Translucent Film Series 3630
is used for second-surface
applications. Use 3M Film
Series 3632 for firstsurface applications.

KFC Deep Burgundy - 3M 3630-2395

To order more signage

colour sample cards go to
www.kfclogos.com.

KFC Bright Red - 3M 3630-2658

For additional information on 3M vinyl products or

to find a distributor, go to www.scotchprint.com.

KFC Medium Warm Beige - 3M 3630-0647

KFC Deep Burgundy - 3M 3630-2395

To order more signage

colour sample cards go to
www.kfclogos.com.

KFC Bright Red - 3M 3630-2658

For additional information on 3M vinyl products or

to find a distributor, go to www.scotchprint.com.

The information within this manual is to be used only by franchises,

employees of Yum, or approved vendor/partners of Yum Brands, Inc.,
and 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, whether
electronic or mechanical, including by photocopying, email, website
postings or through any information in storage and retrieval system,
without prior written consent from Yum Brands, Inc.

2006 Yum Brands, Inc.