Five Guys Logo

Five Guys LogoFive Guys Logo PNG

Five Guys is an American fast-food chain that prepares mostly American dishes. For example, the menu mainly includes hot dogs, cheeseburgers, hamburgers, and their different types. The company was founded in the mid-1980s. The headquarters is located in London, as well as in one of the cities of the state of Virginia, where the first restaurant of the chain was opened.

Meaning and history

Five Guys Logo history

Five Guys is a family restaurant specializing in hamburgers and fries, established in 1986 by Jerry and Janie Murrell in Washington, D.C., USA. They opened five establishments in the area until 2001. In 2003, Jerry and Janie began franchising in Virginia and Maryland. In its 30-year history, Five Guys has expanded internationally in Canada, the United Kingdom, and Europe, opening more than 1,800 locations, including the United States. The chain also has restaurants in Asia, Australia, and several European countries, including Germany and Austria.

Five Guys are classic fast casual, with fresh food made from natural ingredients, hand labor, and a human face.  In 2012, the company was recognized as the fastest-growing chain in the United States, with sales growth of 32.8% in 2011. The Five Guys chain is growing using a franchise model.

The chain was founded in 1986 by a married couple, Janney and Jerry Murrell. Jerry and his four sons, Matt, Jim, Chad, and Ben, were the legendary “five guys” after whom the first “burger joint” was named. The Murrells also have a fifth son, who was born two years after the first restaurant opened. Today, all “six guys” are involved in the family business.

In fact, Five Guys products are also a constructor. There are a total of 512 varieties of burgers that can be assembled at Five Guys. As Five Guys puts it, “There are 512 different burger combinations available at Five Guys, but only one way to have it cooked: well done.” The basic principle of Five Guys is to strictly avoid freezing food.

So what makes the Five Guys chain so popular? Let’s start with the fact that they were the first burger chain to eliminate the use of trans fats, and they are also the only chain that uses only peanut butter for their fries.  Five Guys allows you to personalize your burgers and they have 15 toppings to choose from at no extra cost. Toppings include jalapenos, fried onions, tomatoes, mustard, lettuce, pickles, roasted mushrooms, green peppers, barbecue sauce, and steak sauce.

Giving customers the choice to create their perfect burger is one of the main reasons why Five Guys is so popular. Their company started in Virginia, on the East Coast, but they have expanded to have over 1,700 restaurants across the United States.

What is Five Guys?
Five Guys is the name of one of the most American fast food chains on the planet offers a choice of burgers, fries, and hot dogs. In 2011, Five Guys became the fastest-growing fast-food chain in the States according to the Los Angeles Times. And in 2022, it opened nearly 20 new locations in America, with more than 1,400 locations to date.

In terms of visual identity, Five Guys is a very constant and loyal company. The brand prefers simple shapes and does not overweight its banner with extra details. As for the color palette of the brand’s visual identity, it has been the same since the very beginning — red and white.

1986 – 2005

Five Guys Logo 1986

The original Five Guys logo was based on the three-leveled inscription with the upper line set in a bold serif typeface and the two bottom ones in a more lightweight hand-written sans-serif. The lettering was inscribed between two horizontal elements with the red-and-white checkered pattern.

2005 – Today

Five Guys Logo

The redesign of the Five Guys logo, held in 2095, was just about the refinement and modification of the elements’ contours, while the idea, concept and the color palette remained the same. The main difference in two designs is that today the lettering is only set in two levels and the top line uses a bold geometric sand-serif typeface. Sometimes the banner can be seen without the checkered frame.

Font and color

Five Guys Emblem

The bold uppercase lettering from the primary Five Guys logo is set in a clean geometric sans-serif typeface with distinctive contours and straight cuts of the bars. The closest fonts to the one, used for this insignia, are, probably, Helvetica Black for the top level, with confident and massive characters, and hand-written Tekton type for the bottom line.

The red and white color palette of the Five Guys visual identity looks powerful and confident, and evokes a sense of professionalism, and at the same time — warmth and coziness, making up a welcoming mood of the restaurants and showing the customers that they are the main focus of the chain.

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