Chipotle Logo

Chipotle Logo

The current Chipotle logo is not only appetizing, but also meaningful as it features the chili pepper after which the restaurant chain was named.

Chipotle logo meaning and history

Chipotle logo history

The earliest Chipotle emblem looked rather odd for a fast-food chain. The uneven letterforms created a papyrus-like impression, which was emphasized by the color contrast (the white lettering on the black background). The logotype had an unusual retro feel emphasized by the asymmetrical shape of the black box in which the text was placed.

Emblem Chipotle

Emblem Chipotle

In the course of time, the company switched to a roundel logo with a pepper in the middle. The pepper was white, with several red strokes inside. It was placed in a red circle with a thin white outline. The emblem was encircled with the words “Chipotle Mexican Grille” in white on the black background.

The 2009 symbol Chipotle

chipotle symbol

The first medallion logo did not last long and was soon replaced by a new identity. Although it had the same structure as the previous one, it still had a completely new look.

While the company typically makes its advertising materials in house, the 2009 logo was developed by the San Francisco-based firm Sequence. The shape of the pepper is different. In contrast to the previous version, which looked as if it had shrunk a bit, the one designed by Sequence fits the circle better. The thickness of the white letters, the white circle, and the pepper outline is almost identical, which gives the logo a more professional feel.

Font of the Chipotle Logo

Font Chipotle Logo

While the earliest version of the wordmark featured a custom script, for the following variation the designers opted for a more traditional type looking very much like Bank Gothic. Although this choice was somewhat unusual in this case, it worked well the industrial look of the restaurants.

The 2009 Chipotle Mexican Grill logo seems to feature a customized version of the Gotham Bold typeface. The original version of the geometric font was developed by Tobias Frere-Jones and published by Hoefler & Co. One of the customized letters is the “E” with a low middle bar, giving it a retro feel. On the whole, the type looks friendlier than its predecessor, which may be explained by the rounded letterforms.

Color of the Chipotle Logo

Color Chipotle Logo

In the 2009 Chipotle logo, the black of the previous version was softened up to a dark red. The palette also features a saturated medium red (Hex: #8C1505 or #A81612, according other sources). The white letters and the outline of the pepper stand out on the red background.