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KFC: AFC – ZFC outdoor ad campaign

Contributed by Thiago on Aug 4th, 2019. Artwork published in
March 2019
.
    KFC: AFC – ZFC outdoor ad campaign 1
    Source: https://www.adweek.com License: All Rights Reserved.

    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?
    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

    KFC: AFC – ZFC outdoor ad campaign 2
    KFC. License: All Rights Reserved.
    KFC: AFC – ZFC outdoor ad campaign 3
    Source: https://www.adweek.com License: All Rights Reserved.
    KFC: AFC – ZFC outdoor ad campaign 4
    Source: https://www.adweek.com License: All Rights Reserved.
    KFC: AFC – ZFC outdoor ad campaign 5
    Source: https://www.adweek.com License: All Rights Reserved.
    KFC: AFC – ZFC outdoor ad campaign 6
    Source: https://www.adweek.com License: All Rights Reserved.

    Typefaces

    • Cooper Black
    • FB Agency
    • Clarendon
    • ITC American Typewriter
    • Friz Quadrata
    • Revue
    • Helvetica
    • unidentified typeface

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    2 Comments on “KFC: AFC – ZFC outdoor ad campaign”

    1. Blythwood says:
      Aug 4th, 2019  2:58 pm

      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…

    2. Aug 4th, 2019  3:14 pm

      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.

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