KFC

KFC invented the category, now they're taking it back - by the bucket. So they needed a suite of new typographic ingredients fit for the future. Rooted in heritage but modernised for a whole new generation of chicken lovers.

The new KFC mark retains familiarity whilst refining and modernising core details to create a bolder and more expressive mark.

Kentucky Fried Stripes expands the core DNA of the KFC lettermark into a full working display-driven typeface, inspired by the brand’s famous red and white stripe motif that can flex from packaging to in-store graphics and beyond, future proofing the brand for years to come.

From the DNA of the lettermark, we then built Kentucky Fried Serif and Sans, striking a balance between brand heritage and typographic expression. The result is a family that feels simultaneously new and familiar - bold and contemporary yet with an unmistakable KFC flavour.

The result is a family that carefully balances legibility and playfulness. Letterforms in both the serif and sans families feature a consistent approach to the diameter of serifs, open counter forms and a high x-height.

Designed especially for smaller point sizes, Kentucky Fried Sans directly translates the glyphic ingredients of the serif into a new sans serif recipe, enabling a distinctive and highly legible typographic hierarchy all the way from headline to body.

Together, these ingredients mix together to create a versatile and expressive type system designed for scale. It’s rooted in the brand’s heritage yet confidently new and bold, a future-proof typeface for a global fast food icon.