THEN AND NOW: How famous fast-food logos have changed over time

Rafael Henrique/SOPA Images/LightRocket/Getty Images/Burger KingBurger King just announced plans to revamp its logo.

Some of today’s most recognisable logos in the fast-food industry looked remarkably different when they were first introduced.

McDonald’s first logo, for example, featured a winking cartoon chef called Speedee, a predecessor to the fast-food chain’s current mascot, Ronald McDonald.

Meanwhile, Starbucks’ original logo featured a siren, a two-tailed mythical creature similar to a mermaid, and competitor Dunkin’ chose to shed the “Doughnuts” portion of its name and, with it, its old logo.

Below, see how the logos of 10 major fast-food companies have evolved over time.

Burger King is the latest fast-food chain to announce changes to its logo. This was the company’s logo in 1969.

Alain BUU/Gamma-Rapho/Getty ImagesBurger King logo.

The chain’s original logo featured a king with a lopsided crown seated atop a hamburger and holding a giant soda. Burger King swapped out the logo in 1969, two years after the chain was purchased by the Pillsbury Company. The second version was a simplified burger design like that pictured above.

A slight change in 1994 came with a cleaner font and darker, slightly larger burger buns.

Ralf Lutter/ullstein bild/Getty ImagesBurger King logo in 1994.

The new logo incorporated straight, block letters, and axed the curvy font that screamed “1970s.”

Five years later, in 1999, Burger King introduced a new-look logo, which tilted the burger on its side, reduced the size of the burger buns, and incorporated a blue swirl mark around the outside.

8th.creator/ShutterstockBurger King’s current logo.

The colour scheme tied back to the company’s original logo.

Burger King released a total branding redesign, including a new logo, on January 6, 2021.

Burger KingBurger King rebrand.

The logo looks eerily similar to the branding the chain used between 1969 and 1999. According to an article by Insider on the chain’s complete rebranding, the focus of the new logo was to highlight Burger King’s famous Whopper burger.

The colour blue was removed entirely from the new logo because “there’s no blue food,” according to Global Chief Marketing Officer Fernando Machado. The white “shine” marks on the buns of the old logo were all removed because “buns don’t shine,” he told Insider.

The new logo and package rebranding appear to be an attempt to appeal to customers’ nostalgia, a marketing technique that multiple brands have embraced during the pandemic.

Long before Ronald McDonald became the face of McDonald’s, the fast-food brand used a cartoon chef named Speedee for branding.

Tim Boyle/Getty ImagesA photo of the logo McDonald’s used in 1955.

Speedee was meant to symbolise McDonald’s quick service. In 1948, the brand’s founders, Richard and Maurice McDonald, introduced the Speedee Service System to streamline their operations.

McDonald’s burgers once came wrapped with a Speedee decal on the front.

Tim Boyle/Getty ImagesSpeedee decals on McDonald’s burgers.

Speedee also adorned road signs and other McDonald’s emblems.

McDonald’s scrapped the Speedee logo for the first form of its iconic golden arches in 1961.

AP ImagesMcDonald’s first logo.

That same year, Ray Kroc bought the rights to the fast-food chain from the McDonald brothers.

Seven years later, the McDonald’s logo began to further resemble its current form.

Philippe WANG/Gamma-Rapho/Getty ImagesA 1999 McDonald’s restaurant sign.

During this period, the chain’s name also appeared within the Golden Arches logo.

Today, McDonald’s main logo is a sleek, stand-alone rendition of the classic Golden Arches.

8th.creator / ShutterstockMcDonald’s modern logo.

The chain’s name no longer appears in the logo itself.

But you can still find relics of McDonald’s past at some locations.

tishomir/ShutterstockMcDonald’s sign in Downey, California.

The first two renditions of McDonald’s logos, Speedee and Ray Kroc’s original Golden Arches, appear on a sign outside of the oldest operating McDonald’s location in Downey, California.

Founded in 1972, Popeyes wasn’t always called Popeyes Louisiana Kitchen.

Ken Lubas/Los Angeles Times/Getty ImagesPopeyes restaurant in 2000.

Instead, it used to be called Popeyes Chicken & Biscuits, and after that, Popeyes Famous Fried Chicken & Biscuits.

The original logo featured cartoonish red-and-white letters and a yellow banner that read “Chicken & Biscuits.”

In 2008, Popeyes changed its brand to Popeyes Louisiana Kitchen.

PopeyesPopeyes’ old logo.

The yellow was dropped from the chain’s branding and the company began using the colours orange and red, as well as a fleur-de-lis to pay homage to New Orleans, Louisiana, where the brand hails from.

The company also introduced the chain’s now-famous advertising campaign, “Louisiana fast.”

In 2020, Popeyes simplified its logo yet again amid tremendous sales and worldwide expansion to China.

PopeyesPopeyes’ new logo.

The letters are now straighter, thicker, and the logo is now Popeyes’ signature orange colour.

The combination mark also changed from a red “P” with the words “Louisiana Kitchen” encircling it to an illustration of a white chicken on an orange background, according to a report by Insider.

Taco Bell’s original location used block-style lettering to showcase the restaurant’s name.

Taco BellTaco Bell’s original location in Downey, California.

The location also featured a retro bell and a sombrero on a sign.

Between 1984 and 1994, Taco Bell rocked a colourful logo with a straight variation of its classic bell.

Quade/ullstein bild via Getty ImagesTaco Bell’s logo from 1984 to 1994.

The red, yellow, orange, and green logo lasted for 10 years.

Taco Bell once again updated its logo in 1995.

Kim Kulish/Corbis via Getty ImagesTaco Bell logo from 1995 to 2016.

The new logo boasted a slanted, pink bell with modernised block letters.

The most recent iteration of Taco Bell’s logo is the simplest yet.

George Sheldon/ShutterstockTaco Bell’s logo as of 2016.

In 2016, the company chose to update its logo for the first time in more than 20 years with a sleek look featuring a white bell on a purple background and simplified block lettering.

Kentucky Fried Chicken’s original logo was a black-and-white drawing of Colonel Sanders.

Pearce/Fairfax Media via Getty Images and Reveille/Mirrorpix/Getty ImagesKentucky Fried Chicken’s original logo.

Sanders famously created the fried chicken recipe and achieved widespread success later in his life.

In the early 1990s, the brand added a pop of colour to its logo.

Serge Attal/The LIFE Images Collection/Getty ImagesKentucky Fried Chicken’s logo in the early 1990s.

Kentucky Fried Chicken also altered its rendition of its founder and began embracing its “KFC” moniker.

Later, KFC dropped its slashed, red and white design and instead opted for a close-up of Sanders.

David Silverman/Getty ImagesKFC logo.

The logo lasted until 2006.

The fast-food chain updated its logo once again in the mid-2000s, placing Sanders against a red background.

AP Photo/Brian BohannonKFC’s most recent logo upgrade.

KFC also placed a red apron over Sanders’ traditional white suit to remind customers about the Colonel’s past as a chef.

When Starbucks first opened in 1971, the brand boasted a very different logo from the one we’re all familiar with today.

AP Photo/John FroschauerStarbucks’ original logo.

The coffee brand’s original logo featured a detailed drawing of a topless siren, a two-tailed mythical creature similar to a mermaid.

In the late 1980s, Starbucks introduced green to its logo. Today, green is the brand’s signature colour.

Joel W. Rogers/Getty ImagesThe second rendition of Starbucks’ logo.

The company created a cleaner version of the iconic siren and surrounded her with “Starbucks Coffee” in block letters.

The coffee brand made a slight logo change in 1992.

Ken Hively/Los Angeles Times via Getty ImagesStarbucks’ logo from 1992 through 2011.

The new logo, which focused in on the siren’s upper body, christened Starbucks stores for 19 years.

In 2011, Starbucks unveiled its most recent logo update.

AP Photo/Ted S. WarrenStarbucks’ logo as of 2011.

The company kept its iconic siren symbol while dropping the exterior text and further embracing its green and white colour scheme.

Subway was founded in Bridgeport, Connecticut, in 1965 when nuclear physicist Dr. Peter Buck invested $US1,000 into a sandwich shop as a way for college freshman Fred DeLuca to pay for his tuition.

Chris Livingston/Getty ImagesSubway’s logo from 1968 to 1982.

The original Subway store boasted a similarly shaped logo with entirely yellow lettering, but was updated to its white, yellow, and forest green form just three years later.

From 1982 to 2016, the brand adjusted its logo to have a slanted font.

Julian Stratenschulte/picture alliance via Getty ImagesSubway’s logo from 1982 to 2016.

The new logo also had slightly less curvy arrows on either end.

And in 2016, the sandwich chain updated its logo once more.

AP Photo/Charles KrupaSubway’s logo as of 2016.

The brand embraced vibrant colours and its original font for its most recent logo. It also straightened out the arrows on the “S” and “Y.”

Domino’s original logo featured a pizza box with a red domino and the restaurant’s name.

Joe Raedle/Getty ImagesDomino’s original logo.

The brand embraced this logo and very similar iterations for many years after its founding in 1960.

The pizza chain simplified its logo to a single-tile domino in 2012.

Francis Dean/Corbis via Getty ImagesDomino’s most recent logo.

With the move, Domino’s Pizza chief marketing officer Russell Weiner said he hoped the company’s logo would become as recognisable as “the Nike Swoosh or the Golden Arches.”

Dunkin’ Doughnuts’ logo has changed considerably since the company was first founded in 1950.

Wendy Maeda/The Boston Globe/Getty ImagesThe first Dunkin Doughnuts, located in Quincy, Massachusetts.

The original logo featured a 1950s-esque maroon cursive font. While the logo has since been phased out, the first Dunkin Doughnuts, located in Quincy, Massachusetts, still uses the original logo but in the chain’s modern white-and-orange colour scheme.

Soon after, the brand chose to embrace its famous doughnuts in its iconography. The company’s logo featured “Dunkie” the doughnut-based character from 1956 through 1960.

Many iterations later, in the early 2000s, Dunkin’ Doughnuts settled on its pink and orange colour palette.

Mario Tama/Getty ImagesDunkin’ Doughnuts logo in the early 2000s.

The brand also featured a coffee cup in its logo.

The coffee and confectionery chain modernised the coffee cup in its logo in 2007.

AP Photo/Sue OgrockiDunkin’ Doughnuts’ updated logo.

Shortly after, leadership would go even further to shake the brand’s association with doughnuts.

Dunkin’ dropped the “Doughnuts” from its name in September 2018.

Boofoto/ShutterstockDunkin’s most recent logos.

The name change, and subsequent logo changes, went into place at the beginning of 2019.

For almost the entire duration of Wendy’s existence, the burger chain’s logo has been some iteration of curved, block letters and a cartoon of Melinda Lou “Wendy” Thomas, daughter of Wendy’s founder Dave Thomas and the namesake of the brand.

Sheila Fitzgerald/ShutterstockAn old Wendy’s logo.

Aside from differences in colouring and the addition of “Quality is Our Recipe” above Wendy’s head, the chain’s logo remained almost entirely unchanged between 1969 and 2013.

The fast-food restaurant’s new logo, which launched in 2013, gave Wendy a fresh look.

Tada Images/ShutterstockWendy’s most recent logo.

The changed logo also swaps out the old block lettering for a font that looks more like handwriting and eliminates the black, curvy decal from the original logo.

Business Insider Emails & Alerts

Site highlights each day to your inbox.

Follow Business Insider Australia on Facebook, Twitter, LinkedIn, and Instagram.