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Taco Bell

Taco Bell Identity © 2016, Lippincott

OverviewA brand evolution 20 years in the making, helping Taco Bell claim a leading role in the transforming fast-casual restaurant segment and appeal to savvy millenials, with an iconic look that reflects the brand's signature, playful personality.

Logo identity The new design celebrates the brand’s heritage with a fresh new palette of seven vibrant color combinations. The blend of color and pattern provides greater flexibility of usage — from neon to queso and Texas to Taipei — while maintaining Taco Bell’s iconic framework as it continues to build new cultural ground.

Creative Director Su Mathews Hale

Collaborators Peter Chun Aline Kim


Nijel Taylor

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  • Graphic Designer

Project Tags

  • Rebrand
  • branding
  • Graphic Design
  • Design
  • Animation
  • typography
  • Logo
  • Logodesign
  • corporate identity
  • Pop culture

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