Chicken Now is a Mall food brand that recently had a very serious brand clean up. Pentagram’s latest creative really showcases how a strong brand can emerge from the visual clutter that an average identity/brand can have. They really simplified the color palette and letter forms. It makes the end result synaptic, and on a first time visit I’d think this place is simple, and clean that’s generally a good thing with mall food brands. One thing that doesn’t hit home to me is the uniqueness, I guess if you think chicken you think  of brands like KFC and others and they are all quite iconic. Is ‘chicken now’ so simple that it is memorable, or is it an over glorified tag-line? I guess I am all leaning towards it being simple and memorable. Great work Pentagram.

The full story can be found over here: http://pentagram.com/en/new/2009/08/new-work-chicken-now.php

And this was first seen by me over at: http://www.underconsideration.com/brandnew/archives/chicken_now_now_chickenow.php