El Pollo Loco, a beloved restaurant chain known for its flavorful flame-grilled chicken, has undergone multiple transformations in its visual identity over the years. Since its inception in 1974, the El Pollo Loco logo has evolved through various designs, yet has consistently featured vibrant yellow and red hues and a distinctive, often unconventional shape. Here's a look at the logo's journey through the decades.

The History of El Pollo Loco

El Pollo Loco first opened its doors in Guasave, Sinaloa, Mexico in 1974, and expanded into the United States in 1980. However, just three years later, the U.S. restaurants were sold to a different owner, leading to the creation of two separate entities: El Pollo Loco, Inc. (U.S.) and El Pollo Loco, S.A. de C.V. (Mexico). Over the years, both chains have maintained their unique identities, though the iconic El Pollo Loco logo has played a central role in both brands' visual language.

1974: The First Logo

The original El Pollo Loco logo, introduced in 1974, was bold and distinctive, featuring the name of the brand in large, red letters. The typography was set inside a hybrid shape, combining a rectangle and a circle. The design had a slight slant, and the letters slightly overlapped, creating a dynamic and recognizable look for the new brand.

1980: A Slight Shift

In 1980, when the U.S. operations of El Pollo Loco were sold, the logo underwent a subtle transformation. The hybrid rectangle-circle shape was now positioned horizontally, and the letters were spaced farther apart while still overlapping. The bright colors became more vibrant, giving the logo a livelier and more modern appearance.

1997: A New Tilt

In 1997, the El Pollo Loco logo received a further update. The design was tilted once again, adding a sense of movement and energy. The bold red letters remained the focal point, while the overall shape of the logo maintained its hybrid form, symbolizing the brand's evolution while preserving its recognizable elements.

2005: A Playful Reinvention

By 2005, El Pollo Loco decided to completely revamp the logo. The new design was playful and casual, reflecting a more approachable brand personality. The word "El" was made smaller and squeezed near the border, while a chicken and flame graphic were added to the background, reinforcing the brand’s flame-grilled chicken offerings.

2010: Subtle Refinements

The logo was subtly refined in 2010, with the "EL" becoming slightly more aligned with the rest of the text. The changes were small but helped to modernize the look, keeping the playful feel intact while enhancing legibility and brand recognition.

2018: A Complete Overhaul

In 2018, El Pollo Loco underwent a significant rebranding. The familiar hybrid shape and color palette were dropped, and the design was overhauled. However, the chicken icon remained a key element of the logo, continuing to represent the brand’s core product of flame-grilled chicken.

2019: Return to Roots

In 2019, El Pollo Loco returned to its roots with a new logo that reintroduced the yellow and red color scheme and the hybrid shape that had been central to the brand’s identity for years. This logo combines elements of tradition with a fresh, modern approach, reflecting the brand’s commitment to both its history and its future.

The El Pollo Loco logo has gone through many changes, each reflecting shifts in the brand’s identity and the broader restaurant industry. Whether through the boldness of its early designs or the playful, modern updates of recent years, the logo has remained an integral part of El Pollo Loco’s story, capturing the essence of what makes the brand so beloved.