I found that the ways of using color is always matching with the colors of fashion.
History in Brief :
In 1939 by Harland Sanders Colonel.
In 1952, the Colonel begins actively franchising his chicken business by traveling from town to town and cooking batches of chicken.
At that time the logo of KFC was created.
It was in tint of red and achromatic color, with the principle of proportion.
It was designed basic on the fashionable color of 1950’s.
At that time, the dominated colors were brilliant like green, pale yellow and soft red etc.KFC was used one kind of them, the soft red.
In 1970’s the disco fad brought the heat in using sharp color, like bright red, royal blue and yellow etc.
So, in 1978, its logo has changed.There was achromatic color to draw the face of the Colonel and using th e bright red.
In 1991, it used the high chroma of blue color instead of black to outline the face. Also, it changed the position of the face and the proportion of the words and the face.
I think that changes aimed in creating a new look of KFC, because the trend of 1990’s was to search an identifying ‘look’ of either a company or a person.
Also, I think it was affected and for the celebration to the success of America to be held the 26th Olympic Games in 1996 , so its used the color of the flag of its home, America.
In 1997, it was changed again with adding the beige as the shadow on the Colonel’s face, and also the proportion of the words. White lines were added on the words to make it protrude.
1997
I think it was affected by the trend of emphasis on “HARMONY” because of the concern of environment.Not only its logo, but also the interior designs of each of its stores were also focusing on the “harmony”.
I just took a photo inside its store at Hung Hau.
It has used red and blue traditionally, and both in high chroma, and adding beige and brown. By only using these four color, the effect is very soft and a feeling of warm because of the proportion to color.It used the warm color, like brown, beige and red at a larger proportion than blue.
The weight of all KFC restaurants: it has Balanced the overall weight of restaurants.
Heavy weight : all are printed in high chroma of red and blue
All posters are using high chroma
BALANCE: It has hanged a few pictures in tints colors on the wall.
Light weight : Floor and chairs are using tint of brown
BALANCE: All sofas (or chairs' pads) are in high chroma of brown.
It is harmony in all KFC Restaurants because of the balance of the color weight.
The logo have changed again which use the black color instead of blue to draw out the shadow of the face. From the official explanation, this changing aims to make the Colonel look younger and to show that he was a real founder of KFC.BUT, these four colors are only used for the logo; for the interior design, there is no change (till using the color family of 1997)
Also, I understood that why KFC have used RED as its major color for 56 years!
It is because the high chroma of warm color can enhance the feeling of hunger, in order to drive people to have the mood and eat more!!
I found a funny oversea advertising of KFC. Please focuss on the color of uniform and their interior design of restaurant....
Through the study in the use and changes of KFC, I found that colors can reflect the trend and spirit of time, which influence either many kinds of industries or fashion.
