Chipotle is the largest fast-food chain established in 1993. Its restaurants serve Mexican-American cuisine, mainly tacos and burritos. At the same time, the company tries to use only natural products, following the Food with Integrity concept.
Meaning and History
The Chipotle logo has three different format versions. At first, it was a simple white inscription on a black background. It resembled the retro signs that adorned eateries in the 1950s. The font looks handwritten and remotely similar to Papyrus.
Then another variant of the emblem appeared: multi-colored concentric circles with the inscriptions “Chipotle” (top) and “Mexican Grille” (bottom). The letters were strict and geometric. Hot pepper was the most prominent place in the center of the Rondel. It consisted of two parts: a large fruit and a long stalk that extended beyond the small circle.
This logo had two versions. The first is simple, black and white. The second is with gray text, a red-black background, and white pepper. In 2009, a new Chipotle trademark appeared. It was created by the design firm Sequence from San Francisco.
1993 – 2009
The emblem of this period consists of two separate inscriptions: at the top is the word “Chipotle” (denotes the name of the fast-food chain), at the bottom is “Mexican Grille” (indicates the main kitchen). The visual emphasis is on the first part, so the letters are made in an individual font: they are elongated, with uneven edges. The phrase below them, on the contrary, is smooth, chopped, and even.
2009 – present
In 2009, a new logo was adopted, further highlighting the name of eateries. Now it is placed in a red rectangle, and in front of it is pepper in a brown square. The rest is on a white background and written in small geometric letters without sans serifs from a grotesque series of fonts.
The current emblem is similar to the previous one. It also consists of two circles of different sizes, but this time they are both red, with narrow white contours. Pepper is drawn more professionally – experts thoroughly reworked it and made it fit in a small circle. Now the vegetable looks stylish and modern, and a small whirlwind in the center gives the image a special flavor.
The current trademark has two forms. The familiar Rondel is a priority – it is often used on products and in advertising. The second version is “laid out on shelves”: pepper is on the left in the square, and the name Chipotle is on the right, in the horizontal rectangle. The corners of geometric shapes are rounded. At the bottom is a reduced inscription “Mexican Grille.” This option is usually found on signboards of fast-food restaurants.
The main elements of the emblem are related to the Mexican theme. Shades of red are associated with spices and burning fire. The word “Chipotle” refers to a traditional seasoning from Mexico – smoked jalapenos. It is he who is depicted in the center of the logo.
Color and font
If earlier on the logo, a font similar to Papyrus, was used, it looks completely different. Sequence specialists reworked the logo and selected a modified version of the Gotham Bold font for the inscriptions. This is one of the sans serifs variations created by the Tobias Frere-Jones typographer. The letters are rounded and sans serif. The middle stroke at E is offset just below the center. At the same level is the horizontal bar at “H.”
The color palette is saturated. For the background, designers chose brown and dark red (# A81612). For additional elements made white color to create a favorable contrast. Also, the logo exists in a classic black and white version.