LOGO REDESIGN
Taco Bell
For this redesign, my creative concept and typographic choices were deeply inspired by the origins of Tex-Mex cuisine, specifically the arrival of Mexican Vaqueros and their culinary influence in the United States. The chosen font reflects the rugged elegance associated with cowboy culture, yet with a modern and lighter touch. Its curvilinear nature seamlessly integrates with the brand identity of a fast-food restaurant chain.
Drawing from the vibrant palette of the 1960s, influenced by Pop Art and the psychedelic art of Bonnie MacLean, the color scheme mirrors the vivid ingredients used in Tex-Mex recipes. While we bid farewell to the bell (🙏), we embraced a new visual element: a texture of geometric waveforms in lively colors, which adds dynamic support to the brand’s visual identity.
Role: Concept and Design
M.AD SCHOOL
