Tostitos Logo

Tostitos logoTostitos Logo PNG

Since its debut in 1979, the Tostitos logo has gone the way from a rather generic wordmark to an inviting emblem with a secret symbolism.

Meaning and history

Tostitos logo history

The Tostitos visual identity hasn’t changed much since the date of its introduction. All the redesigns of its logo were more refinements and modifications, as the style and character were set in the very beginning.

1979 — 1985

Tostitos Logo 1979

The original Tostitos logo was created in 1979 and stayed with the brand for almost six years. It was a simple yet bold and memorable black inscription in a title case with the dot above the “I” in red. The wordmark was executed in a custom font with extra thick lines and thin sharp serifs.

1985 — 2003

Tostitos Logo 1985

The logo, introduced in 1985, featured a new typeface, though the color palette and composition remained the same — black lettering with a red dot. The new font was sans-serif and had both letters “S” slightly enlarged and stretched vertically.

2003 — 2012

Tostitos Logo 2003

In 2003 the wordmark got the inclination and was placed in a yellow and orange figure background. The red dot above the “I” was now complemented by a yellow triangle, so the icon started looking like the chips and the sauce. There were also small black accents added above two letters “T” in the middle of the word, looking like two people eating the chips.

The black inscription in a sleek and modern sans-serif was outlined in white and looked stylish and progressive, and the renewed color palette made the whole logo bright and recognizable.

2012 — Today

Tostitos logo

The redesign of 2012 simplified the Tostitos logo, though kept the “two men with chips and sauce” theme as the main one. The black inscription was set in one straight line, with all the letters slightly inclined to different sides. The first “T” and the last “S” of the wordmark are enlarged, creating a kind of frame for the composition.

The “I” with a red oval and yellow triangle got its contours refined and became a bit shorter and smoother. The stylized letters “T” have their bars a bit diagonal, so that it looks like people are stretching their hands to get the chips.

The 2003 symbol

tostitos symbol

This wordmark was a breakthrough. It was the first time that the logo acquired hidden symbolism. The “t’s” in the middle resembled people sharing a tortilla chip, while the dot above the “i” was a bowl of salsa. Behind the wordmark, a mouth-watering chip with an orange crust was placed.

The 2012 emblem

tostitos emblem

At the end of the fall 2012, Tostitos products in new packaging started to appear, where an updated logo could be seen. The highlight of the previous emblem, the people with a tortilla chip between them, is still present in the current version, although in a slightly updated design. Now, they form a mirror reflection of one another. The chip between them has shifted slightly, while the “i” has been simplified. As a result, the two sides of the central part of the logo are symmetrical to one another. Moreover, one more hidden meaning has emerged here, in addition to the one mentioned above. Now, this part of the logo resembles a cute smiling muzzle of a raccoon. The dots above the “t’s” are the raccoon’s eyes, while the circle above the “i” is the nose.

In spite of the new hidden meaning, the logo looks cleaner than its predecessor. The orange-and-yellow chip behind the wordmark disappeared, while the design of each letter has been modified.

Font

Font Tostitos Logo

In addition to the unique look, the custom type featured in the Tostitos logo has a hidden symbolism. For instance, the horizontal bar above the first “T” has an upward direction and, as the result of it, a more optimistic feel.

Color

Color Tostitos Logo

The main colors are black, red, and yellow, while white serves as the background.