Taco Bell Identity
© 2016, Lippincott
Overview
A brand evolution 20 years in the making, helping Taco Bell claim a leading role in the transforming fast-casual restaurant segment and appeal to savvy millenials, with an iconic look that reflects the brand's signature, playful personality.
Logo identity
The new design celebrates the brand’s heritage with a fresh new palette of seven vibrant color combinations. The blend of color and pattern provides greater flexibility of usage — from neon to queso and Texas to Taipei — while maintaining Taco Bell’s iconic framework as it continues to build new cultural ground.

Creative Director
Su Mathews Hale
Collaborators
Peter Chun
Aline Kim