The Great Wall of China is passé, astronauts and the occasional space tourist will now have another attraction to view from outer space when they look at Mother Earth – the 87,500 square feet smiling face of Colonel Sanders, KFC’s brand icon. KFC has thus become the world’s first brand visible from outer space.
The unveiling of the giant image marks the official debut of a massive global re-image campaign that will update 14,000-plus KFC restaurants in over 80 countries over the next five years.
“KFC’s new look contemporises one of the most recognised and cherished brand icons in the world and spans all visual elements from logo to restaurant design, advertising, packaging, uniforms and more. The Colonel is truly a global icon and we want everyone in the universe to see KFC’s new look of the future,” said Graham Allan, President of Yum! Restaurants International.
The new logo depicts Colonel Sanders with his signature string tie, but replaces his classic white, button-down suit with a red apron. “The apron symbolises the home-style culinary heritage of the brand and reminds customers that KFC is always in the kitchen cooking delicious, high-quality, freshly prepared chicken by hand in the restaurants, just the way Colonel Sanders did 50 years ago,” said Sandeep Kohli, MD of Yum! Restaurants Indian sub-continent.
The cosmic Colonel Sanders logo has been created in Rachel, Nevada, dubbed the ‘UFO Capital of the World,’ on The World’s Only Extraterrestrial Highway. It took 24 days of round-the-clock work to create the giant logo. It then took another six days on site to construct the logo, during which time the logo design pieces were kept hidden and under cover from identified and unidentified flying objects.
“In India, our customers will be able to see these changes in our restaurants in the next few months as we roll out this re-imaging programme. The new and innovative design is refreshing and presents a strong brand image foundation. The logo communicates a progressive and vigorous spirit for KFC and prepares the brand for future growth,” said Arvind Mediratta, Chief Marketing Officer, Indian Sub-Continent, Yum! Restaurants Indian sub-continent.