KFC: AFC–ZFC outdoor ad campaign
A remarkable outdoor advertising campaign by KFC, using images of the shopfronts of imitating fast food chains, paired with the barest version possible of the KFC logo and an ironic phrase “Guys, we’re flattered” using a yet unrecognized sans serif.
If others are copying your brand you can send a cease and desist letter, or you can use it in an advertising campaign. Kentucky Fried Chicken must have thought the latter. — Erwin Hauër, Knijff Trademark Attorneys
KFC’s own logo is custom. Each imitation pairs a KFC-like acronym with its own lettering or font choice. It appears that there were some different approaches to making an imitation. Some approximated the 1991–1997 KFC logo – either by using its letters when possible, or by using the similar Friz Quadrata: CFC, IFC, LFC, NFC, OFC. Some simply used Cooper Black, as it is a widely available typeface and much used by fast food shops/chains: BFC, DFC, HFC, ZFC. There’s ITC American Typewriter, which approximates the 1978–1991 KFC logo: GFC, TFC. Others use FB Agency with added stroke and outline: EFC, MFC, SFC, XFC; or what looks like Clarendon: FFC, JFC, PFC; or a grotesk (Helvetica?): QFC, UFC, WFC, YFC.
The most unique one in my opinion is clearly RFC, followed by AFC and VFC.
AFC: lettering or type? [edit: it’s Collegiate FLF, see comments]
BFC: Cooper Black
CFC: based on the 1991–1997 KFC logo (C repeated)
DFC: Cooper Black
EFC: FB Agency
FFC: Clarendon
GFC: American Typewriter
HFC: Cooper Black
IFC: based on the 1991–1997 KFC logo (I created by cutting the F)
JFC: Clarendon oblique
LFC: seems based on Albertus [or Friz Quadrata, see comments]
MFC: FB Agency
NFC: seems based on Albertus
OFC: based on the 1991–1997 KFC logo (O is a circle with a chicken in it)
PFC: Clarendon
QFC: similar to Helvetica Black
RFC: Revue
SFC: FB Agency
TFC: American Typewriter
UFC: Helvetica
VFC: similar to Rockwell Extra Bold
WFC: Helvetica
XFC: FB Agency
YFC: unidentified
ZFC: Cooper Black
8 Comments on “KFC: AFC–ZFC outdoor ad campaign”
It looks like they might have had this blog post in mind-although these shops are very common, especially in London. I recognise at least one logo from this guy’s work, too.
Nowadays I think KFC in the UK uses Knockout a lot, but I don’t think I can face researching this…
The typeface used for NFC and others is not Albertus, but the related Friz Quadrata, which also happens to be a font heavily used in previous KFC identities.
The font used for AFC is Varsity (Brøderbund, 1996)/Hillman (Brendel, 1994)/CollegiateFLF (Casady & Greene, 1988)
Thank you, Ramy! I’ve added the font ID and updated the info on the typeface page.
The Fresh and Tasty text on LFC is Kaufmann (Max Kaufmann for ATF, 1936)
Added!
“Guys, we’re flattered” appears to be set in National 2 (Kris Sowerby/Klim) Condensed Bold, and National 2 seems to have been KFC’s main brand typeface for a while (according to the webfont on KFC’s global website).
Absolutely. Added, thanks!