Doritos has been a snack sold to consumers since 1964. Doritos were just plain tortilla chips when Frito-Lay introduced the product. The name Doritos means “little golden things” in Spanish. The snack was described as “thin, crisp wedges of toasted tortilla with a lightly salted, buttery taste.” The first Dorito logo was orange and bright yellow color blocks behind brick red letters with introducing a taco flavor to the family and ending the logo with the famed nacho cheese flavor. The next logo released in 1973 was similar, but the company changed the tone of the color blocks to tints of bright and dull orange with brown letters. The color blocks were now behind each letter and the kerning of the logo’s letters was tightened. The type was adjusted also, with the color changing to black and the dot on the letter “I” changed to a slanted triangle, representing the chip shape.
In 1985, the company change their logo again, and brought back to bright yellow with red blocks but slanted the blocks, with black letters and changing the typical dot on the letter “I” to a slanted triangle, which represent the chips. This logo didn’t last too long before the company completely changed the logo in 1992. In this new version, the decision was made to remove the color blocks and instead a red triangular shape chip sketched around the letter D with a filled triangle shape behind the D and o. There is also a dropped yellow shadow behind all the letters. As they develop, the logo remains mostly the same but with white letters and adding a black triangle with blue and white highlights from 2000- 2005.
According to the creative director for Hornall Anderson UK, Alastair Whiteley, before the rebrand, international and U.S had different packaging that so the brand lacked a single identity. He said that “we needed to find a solution for this global brand inconsistency.” The first step they did was to do a in-depth study of the demographic of the brand by observing shoppers in the retail stores at major cities around the world. The research showed that the primary consumer of Doritos in these cities were teen and young adults. As they found out that “The Doritos target consumer moves fast, so when it came to the packaging, every element needed to have a valuable well-defined role,” as Whiteley said.
Another big change happened in 2005. The logo has once again changed the background but keeping the style of letters, with a voltage shape squiggly symbol on top of the Doritos name. The bright color and voltage pattern was targeted toward people who enjoy good times and spicy flavors. Along with renaming some flavors, such as Nacho Cheesier became Nacho Cheese. The logo lasts until 2013, when Doritos collaborated with Hornall Anderson to update its identity and package for a global marketing. Hornall Anderson is a branding agency. They claim to design “how brands and people come together… crafting enduring craft enduring, brand-driven solutions to complex business challenges that draws from and contribute to the human experience.” Some are among the Hornell Anderson’s other well- known clients. Gerber, Progresso, Alaska Airline, University of Washington, and more.
The current logo brings back the black triangle along with yellow and red border. The font they used to create the logo appears to be Crillee Bold Italic LET(Letraset) on the “What the Font” forums on the website “My Fonts”. As the firm said, the color and logo and proportions of the graphic elements were designed to create a harmony and visual translation between the brand and purpose–ignite you. As today, people can easily spot the Doritos package in between other chips.
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