t takes a lot of determination to start a fried chicken restaurant at the age of 65. That's exactly what Colonel Sanders did when he developed the recipe for Kentucky Fried Chicken (KFC).
The current KFC logo is a caricature of the Colonel, with a smiling, though sharp and pale look. Studies conducted by KFC a few years ago found that 75 per cent of the consumers surveyed thought of Colonel Sanders as the brand's salesman, more interested in making profits than running a fast food restaurant. San Francisco-based brand imaging agency Tesser was given the task of giving Colonel Sanders a facelift.
"KFC wanted to reconnect with what was best about the brand," said Tr� Musco, Tesser's Chief Creative Officer and CEO. "When they came to us initially, we knew it would be important to keep the brand's heritage intact while updating it for contemporary audiences. A major function of the redesign would involve returning KFC to its authentic roots while reintroducing the Colonel to a new generation."... more