Taco Bell

After being purchased by PepsiCo in 1978, Taco Bell became a national icon as part of PepsiCo’s restaurant brand stable. Although highly recognizable, it began to look dated and out of step with contemporary design tastes and failed to connect with its younger audiences.

We began a comprehensive evolutionary design exploratory to answer the brief of injecting energy and movement into the bell with a fresh, more contemporary color palette. In 2016, it was given another facelift, but it remains stylistically close to our original design.

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A collection of some of the logos I have created over the years.