Taco Bell has opened its flagship store on the Las Vegas Strip as well as revealed the brand’s first logo refresh in more than 25 years.
Taco Bell has made its debut on the Las Vegas Strip with the opening of its seven-thousandth restaurant and first flagship destination. The brand has also revealed its first logo refresh in over 25 years, a move which follows the recent unveiling of its new restaurant design concepts.
The developments represent the marque’s growth plan to become a $15 billion brand by 2022, add 2,000 new restaurants globally, and provide 100,000 new American jobs. Calling it an evolution, not revolution, the emblem update aims to mirror its “one size doesn’t fit all” strategy.
In the modern take, colour makes a splash and allows customisation through patterns and textures, giving usage flexibility while maintaining its iconic framework. Meanwhile, the digital rebranding roll-out of the re-imagined Taco Bell logo has been scheduled for 14 November 2016.
Physical assets like the restaurant design, packaging, and impacted retail partners will be released gradually, depending on development and refresh timelines. The refreshed insignia was co-created with creative consultancy, Lippincott, and the fast food giant’s internal design group, TBD.
“If you’re going to throw a party to celebrate the growth and evolution of your brand, there’s no better place to hold it than in Las Vegas. This flagship restaurant is our ultimate expression of the brand and lifestyle,” said Marisa Thalberg, Chief Marketing Officer at Taco Bell.