Chipotle Redesigns Logo
From left: Chipotle's original logo, its pepper logo, and the redesign of the pepper logo.
I think I had the same reaction as Brand New blogger Armin Vit to the redesign of the circular Chipotle chile pepper logo: I didn't even know the burrito chain had moved away from its original retro-shape-sign logo. The new signage and branding has begun rolling out across the chain's 800-some U.S. locations. [via Gordon Eats]
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15 Comments:
a freehand font with a sku'd rounded corner square?
Not all that original but appealing I guess.
As a designer I would have attempted to stick with and build upon elements that make their logo recognizable in the first place...just my opinion. Good post tho adam!~
hungrychristel at 10:58AM on 05/01/09
Its McDonalds with a Mexican accent anyway.
D Shane MacKinnon at 11:34AM on 05/01/09
I think it's because the first pepper looked like a turd.
pbelardo at 11:34AM on 05/01/09
looks kinda like..
"The merciless peppers of Quetzlzacatenango… grown deep in the jungle primeval by the inmates of a Guatemalan insane asylum."
AimDee at 11:36AM on 05/01/09
I like the original best. I've always been slightly put off by the design of the stuff at Chipotle. Its been a while since I've been in, but I remember the first time I went, they had this graphic on the wax paper inside the burrito baskets that had a list of different musicians, wrapped in a spiral. It read something like "Ben Harper, Taj Mahal, Janis Joplin, The Allman Brothers, Heart, Alanis Morrisette, Pearl Jam, Prince, Stone Temple Pilots, Steve Rai Vaughn, Badfinger, etc". Kind of like if they listed a bunch of bands, everyone would find at least one that they identified with, and then associate the cache of cool from that artist with Chiptole.
JudgeFudge at 11:40AM on 05/01/09
pbelardo great observation. Mr.Hankie with a stem! LOL
hungrychristel at 12:00PM on 05/01/09
New pepper is bent like kokopelli. Intentional I bet.
f650gsd at 12:15PM on 05/01/09
Downtown Ann Arbor on saturdays some months you can get a free burrito at Chipotle. The lines get real long consisting of normal people and douche bags. It's a nice mix and good for people watching- a.k.a pointing and laughing.
carmen89 at 12:22PM on 05/01/09
@AIMDEE.... good Simpsons ref.
dozertx at 5:01PM on 05/01/09
@hungrychristel - read the caption again. The handwritten typeface one was their first and oldest logo. They did in fact stay with the now well established branding of the pepper in the circle, emphasizing the red, adding a dark brown which is suggestive of warmth and smoke, two essential identity elements of their brand identity.
As a designer, I am really happy they got rid of the Bank Gothic. I HATE that font. As an eater, I really couldn't care less because Chipotle is shit and I'd rather go hungry than eat there.
simon at 5:40PM on 05/01/09
i like it much better, to tell you the truth.
megannesta at 6:34PM on 05/01/09
Looks like it's in the style of the Starbucks logo.
Their retro rounded rectangle was the logo as I remembered it. Never knew they had that one in the middle. Chipotle is decent, but there are better burrito places in both places that I live, especially San Diego.
wunami at 7:22PM on 05/01/09
I dont like their new logo at all, but nonetheless I will still eat there. And I think their comparison to McDonalds or any of the such is unwarranted. Everything is cooked fresh and seems to be of at least decent quality. I have never had a bad meal at Chipotle but I also do not go in expecting the same meal i experienced in Merida while traveling the Yucatan penninsula. Life is all about relativity so when I want Mexican in Seacaucus NJ for less than $10 bucks and within five minutes on a Wednesday afternoon, it fits the bill
twoojoe at 8:55PM on 05/02/09
I've only eaten at one other place to compare, but I much prefer Chipotle to the Qdoba Mexican Grill around here. I dunno, I just think that cilantro rice makes it for me.
comicsan at 8:53AM on 05/03/09
Yes! The second one: Mr. Hankie the Chipotle Poo!!! They had to change it!
Chef Jo at 10:34PM on 05/03/09