Chipotle Logo

Chipotle LogoChipotle Logo PNG

The logo of the popular American restaurant chain Chipotle reflects burritos, tacos, and other dishes of Mexican cuisine. In its visual self-expression, the brand reflects its creation story, quality, and adherence to the concept of “Food with Integrity.”

Chipotle: Brand overview

Founded:July 13, 1993
Founder:Steve Ells
Newport Beach, California, U.S.
Chipotle is the largest fast-food restaurant chain founded in 1993. Its restaurants serve mainly Mexican-American cuisine dishes, particularly tacos and burritos. The company strives to use only natural products, following the concept of Food with Integrity.

Meaning and History

Chipotle Logo History

The Chipotle logo has three format variations. Initially, it was a simple white inscription on a black background. It resembled retro signs that adorned snack bars in the 1950s. The font looks handwritten and remotely resembles Papyrus.

Then, another version of the emblem appeared: multicolored concentric circles with the inscriptions “Chipotle” (at the top) and “Mexican Grille” (at the bottom). The letters were strict and geometric. A chili pepper occupied the most prominent place in the center of the rondel. It consisted of two parts: a large fruit and a long stem that extended beyond the small circle.

This logo had two versions. The first one was simple, black and white. The second one had grey text, a red-black background, and a white pepper. In 2009, a new Chipotle trademark appeared, created by the design firm Sequence from San Francisco.

What is Chipotle?

Chipotle is a trademark of the company Chipotle Mexican Grill, Inc. It is one of the first fast-food restaurant chains. It was founded in 1993 and started with just 16 establishments. Currently, it owns more than 2,700 dining establishments.

1993 – 2009

Chipotle Logo 1993-2009

The emblem from this period consists of two separate inscriptions: at the top is the word “Chipotle” (denoting the name of the fast-food chain), and at the bottom is “Mexican Grille” (denoting the main cuisine). The visual emphasis is made on the first part, so the letters are individualized: they are elongated, with uneven edges. The phrase beneath them, in contrast, is smooth, chopped, and even.

2009 – today

Chipotle Logo 2009-present

In 2009, a new logo was adopted that further highlighted the name of the eatery. Now, it is placed in a red rectangle, with a pepper in front of it in a brown square. The rest is on a white background and written in small geometric sans-serif letters from the grotesque font series.

Font and Colors

Chipotle Emblem

The current emblem is similar to the previous one. It also consists of two circles of different sizes, but this time, both are red, with narrow white outlines. The pepper is drawn more professionally – specialists carefully reworked it and made it fit into the small circle. Now, the vegetable looks stylish and modern, and a small swirl in the center adds a special flair to the image.

The current trademark has two forms. The usual rondel is often used on products and in advertising. The second version is “laid out on the shelves”: the pepper is on the left in a square, and the name Chipotle is on the right in a horizontal rectangle. The corners of the geometric shapes are rounded. At the bottom is a reduced inscription, “Mexican Grille.” This version is usually seen on fast-food restaurant signs.

Chipotle Symbol

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” denotes a traditional Mexican seasoning – smoked jalapeños. It is the image in the center of the logo.

Logo Chipotle

If the logo previously used a font similar to Papyrus, it now looks completely different. Specialists from Sequence reworked the logo and chose a modified version of the Gotham Bold font for the inscriptions. It’s a sans-serif typeface variation created by typographer Tobias Frere-Jones. The letters are rounded and executed without serifs. The median stroke in the letter E is slightly below the center. At the same level is the horizontal bar of the letter “H.”

The color palette is saturated. The designers chose brown and dark red (#A81612) for the background. For additional elements, they used white to create a favorable contrast. The logo also exists in a classic black-and-white version.

Chipotle color codes

CarnelianHex color:#a81612
RGB:168 22 18
CMYK:0 87 89 34
Pantone:PMS 485 C
Black BeanHex color:#451400
RGB:69 20 0
CMYK:0 71 100 73
Pantone:PMS 483 C


What does the Chipotle logo represent?

The Chipotle logo represents a restaurant chain named after dried chili jalapeño, an ingredient of Mexican cuisine. The illustration with a little pepper complements the inscription CHIPOTLE. The red color symbolizes the spicy taste.

Who designed the Chipotle logo?

Generally, all Chipotle logos are created by the company’s in-house designers. The latest brand concept, which deals with modernizing user interfaces, was developed by specialists from the Sequence studio.

What does the number 13 mean in Chipotle?

For Chipotle, the number 13 is very symbolic: it represents the 13 qualities that a person must possess to get a job in the restaurant chain. These include conscientiousness, ambition, intelligence, honesty, politeness, and other positive traits.

What pepper is depicted on the Chipotle logo?

The Chipotle logo depicts a red pepper, after which the brand was named – dried jalapeños.

What does the Chipotle Logo symbolize?

The Chipotle logo symbolizes healthy food prepared from natural ingredients in traditional Mexican cuisine. The choice of designers – smoked and dried jalapeño. This is what gave this fast-food restaurant chain its name. The red color fits perfectly into the theme, as it is the natural shade of chili pepper. Moreover, it symbolizes love and energy. Such an emblem fits well with the company’s concept.

What does the word Chipotle mean?

This word literally means “smoked chili.” This is how it translates from the Nahuatl language. So, the Chipotle logo contains an image of jalapeño, a traditional Mexican product. The broken lines accurately convey its softness.

What is Chipotle’s company motto?

Although none of the mottos are used in the Chipotle logo, they are quite popular as they reflect the idea of this fast-food chain. The very first was the motto “Food with Integrity.” Steve Ells introduced it after being inspired by food preparation in accordance with national technologies and ethnic norms. Then came another variant – Better for You. Better for people. Better for our planet. It conveys the company’s core values.

What is Chipotle’s brand promise?

The key promise of this brand is strict adherence to national technologies, purity of products, and ethnic norms in cooking. All because the company is convinced that proper cuisine can change the world, as there is a connection between the taste of food and how the product from which it is prepared is grown. The basis should be natural. The Chipotle logo clearly conveys this concept.

What is the meaning behind the Chipotle logo?

The meaning behind the Chipotle logo is healthy food. In this case, it means natural products grown in natural conditions and dishes prepared according to ethnic norms. The smoked chili pepper – jalapeño, the national ingredient of Mexicans, is confirmation of this. It is the cuisine of these people that you can find in the fast-food restaurant menu.

Why is Chipotle called Chipotle?

Steve Ells named his fast-food restaurant chain this way because he chose the concept of natural food prepared in natural conditions. That is, only natural products are used for cooking dishes, and food is prepared only after receiving an order and strictly in accordance with ethnic norms. The word “chipotle” characterizes Mexican cuisine as well as possible because it means “smoked chili pepper” in translation from Nahuatl. It is this product that is depicted on the Chipotle logo.