Is Mexican-style fast food chain Chipotle suffering from a branding design “identity crisis”, or are they slowly introducing a new logo type treatment?
We were a bit confused when we saw two different logo treatments used at the same location on 23rd Street in NYC (old branding still on the glass doors, but a new environmental signage). Our first guess is that they are debuting a new sans serif logo type for the restaurant chain-and haven’t updated all instances. The business cards from this location also ditches the rougher, more humanistic lettering style. Later in the week we spotted the Chipotle location in the East Village unchanged. Even on the company’s website the lettering style of their brand morphs between the two treatments in the left hand corner (when you hover over with mouse).
If you know more about this, please comment.
(photo on left is Chipotle in East Village, photo on right is Gramercy Park / 23rd St. location)