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Taco Bell Rebrand

In 2016, Taco Bell worked alongside creative consultancy Lippincott to evolve the brand's identity. It had been over 20 years since the logo had been updated and we aimed for an evolution, not a revolution. The updated logo mirrors the new restaurant strategy: one size doesn’t fit all. In this modern take, color makes a splash and allows customization through patterns and textures, giving usage flexibility while maintaining its iconic framework. From digital channels to commercials, billboards and beyond, the sans serif custom type heightens legibility across all touchpoints. The end result was a classic logo made for the modern era with plenty of creative room to stretch into the future.

Project Roles
Creative Director
Taco Bell
Brand Strategy, Creative Direction, Design
Brand Guidelines, Brand Identity, Branding, Visual Designs
Project Industries
Taco Bell Rebrand