El Pollo Loco, a fast-food restaurant chain known for its Mexican-style grilled chicken, has undergone multiple logo changes throughout its history. Despite the variations, recurring elements include a combination of yellow and red and a distinctive hybrid shape.

Meaning and History

El Pollo Loco was founded in 1974 in Guasave, Sinaloa, Mexico, and entered the U.S. market in 1980. By 1983, the U.S. operations were sold to a new owner, resulting in two separate chains: El Pollo Loco, Inc. in the United States and El Pollo Loco, S.A. de C.V. in Mexico. Each chain developed independently, with their logos reflecting unique identities.

Logo Evolution

1974: The Original Logo

The debut logo featured the restaurant’s name in bold, red letters inside a hybrid shape combining a rectangle and a circle. This shape, slightly tilted, gave the logo a dynamic appearance. The glyphs were tightly packed, overlapping to create visual impact.

1980: Bright and Horizontal

As the brand expanded to the U.S., the logo evolved. The hybrid shape was oriented horizontally, and the colors became brighter. The letters, while still overlapping slightly, were spaced out for improved readability.

1997: Tilted Again

The logo was refreshed by reintroducing the tilt, echoing the energetic vibe of the original design.

2005: A Playful Redesign

In this version, the logo underwent a major transformation:

• A casual and playful typeface replaced the traditional bold lettering.
• The article “El” was minimized and tucked into the border.
• A chicken and flame were added to the background, emphasizing the brand’s focus on fire-grilled chicken.

2010: Subtle Refinements

The 2010 update maintained the playful style but refined details for a cleaner look. The “El” grew more cohesive with the rest of the lettering, and minor adjustments enhanced the overall balance.

2018: A Bold Overhaul

The logo dropped its long-standing hybrid shape and familiar palette, opting for a modernized design. Although the yellow-and-red theme was abandoned, a chicken graphic remained to highlight the chain’s signature offering.

2019: A Return to Roots

In 2019, El Pollo Loco reintroduced the classic yellow-and-red palette and the hybrid shape, paying homage to its historic identity. This version combined nostalgic elements with contemporary refinements to align with its brand heritage.

Visual Identity Elements

• Color Palette:
  • Yellow and red dominate, evoking warmth, energy, and the flame-grilled cooking process. These colors have become synonymous with El Pollo Loco's branding.
• Shape:
  • The unique hybrid of a rectangle and circle conveys dynamism and originality.
• Typography:
  • From bold overlapping letters to playful fonts, the typography evolved to reflect the brand's growth while maintaining its approachable identity.
• Imagery:
  • Flames and chicken illustrations consistently underline the brand's core offering: fire-grilled chicken.

El Pollo Loco’s logos have adapted over time to balance modern design trends with the brand’s cultural and culinary roots, ensuring its visual identity remains vibrant and recognizable.