New Taco Bell Logo Is About Customization and Color

Taco Bell has revealed its first logo refresh in over 20 years, which features a simplified and minimalist “bell” icon that lends itself to changing colors and customization. It comes at the same time as the company opens its 7,000th restaurant, a recent unveiling of new restaurant design concepts, and a business plan that calls for the it to become a $15 billion brand by 2022.


The updated logo was created by Lippincott in collaboration with Taco Bell’s internal design group, TBD. In what the brand terms an “evolution, not revolution,” the new logo mirrors the new restaurant strategy: one size doesn’t fit all. In this modern take, states Taco Bell CMO Marisa Thalberg, “color makes a splash and allows customization through patterns and textures, giving usage flexibility while maintaining its iconic framework.” Digital rollout of the new logo has taken place, while physical assets like restaurant design, packaging and impacted retail partners will roll out more gradually.