Popeyes Louisiana Chicken Guidelines

POPEYES ®
Brand
Guidelines
Version 1.1
© 2019 Popeyes Louisiana Kitchen, Inc. All Rights Reserved. Confidential and Proprietary Information of Popeyes Louisiana Kitchen, Inc.
Who is this for?
Y'all...Welcome to our kitchen. There's always room for one more!

Think of this document as a recipe for designers,
marketers, and POPEYES team members to make sure
®
our brand is always presented in its Sunday best!

We'll kick things off by unpacking our food story and how
our Louisiana origins influence our brand positioning and
everything we do. Then we'll show you how we bring our brand
positioning to life in every touch-point with a visual identity.
The key to success of our new visual identity is consistent activation.
To this end, every market must use the same recipe. Our visual
identity is that recipe that brings our brand positioning to life in
every touch-point, consistently, and always with a bit of love.
© 2019 Popeyes Louisiana Kitchen, Inc. All Rights Reserved. Confidential and Proprietary Information of Popeyes Louisiana Kitchen, Inc. Brand Guidelines 2
Key Contacts
For questions about these brand

guidelines, please contact:
David Fernandes
Global Brand Marketing Lead
POPEYES®
dfernandes@rbi.com
Rapha Abreu
Head of Design
POPEYES®
rabreu@rbi.com
Contents
1.0 Brand Overview 5 2.0 Visual Identity 40 3.0 Applications 91
1.1 Our Story 6 2.1 Logo 43 3.1 Packaging 92
1.2 Food From a Special Place 8 2.2 Brand Seal 50 3.2 Uniforms 93
1.3 What Makes Our Food Different 13 2.3 Brand Character (Poppy) 55 3.3 OOH 94
1.4 Positioning 17 2.4 Color Palette 60 3.4 Digital 100
1.5 Personality 19 2.5 Typography 65 3.5 Social 101
1.6 Behavior 25 2.6 Pattern 73 3.6 Swag 102
1.7 Design Strategy 27 2.7 Iconography 79 3.7 All Together 103
1.8 Design Elements 38 2.8 Photography 86
1.0 Brand
Overview
Brand
1.1 Overview
Our Story
Brand Overview
Our Story
POPEYES® was founded in 1972 in

New Orleans by Al Copeland, who
embodied the hardworking, proud
spirit that is evident in our food.
Al not only knew his way around

the kitchen, but also had an
amazing set of taste buds. Who
better to craft the perfect fried
chicken recipe? Al spent hours
personally tasting and perfecting
his recipe. Al was "locally" sourcing
his ingredients before it was
trendy. He found that the robust
flavors and ingredients from
his native Louisiana were bold
enough to satisfy even the most
discerning fried chicken palates.
Al even invented his own fryer—

the “Satisfryer”—to attain the
delicious, crispy skin that we are
known for all over the world today.
For the past 47 years, we have

been putting Al’s heart and soul
into our food, and have captured
the spirit of New Orleans and
Louisiana in each and every bite.
Brand
1.2 Overview
Food From a
Special Place
Brand Overview
Food From a Special Place
Louisiana is known as a melting

pot of cultures. The traditions
and tastes from these varied
heritages mixed together over
time to create two unique flavors:
Creole and Cajun. POPEYES® menu
items are inspired by, and proudly
Please note that these photographs are for guideline purposes only and should not be used in any POPEYES® promotional material or otherwise
celebrate, these food traditions.
For internal POPEYES® use only; imagery has not been purchased for public distribution. Conceptual—not a final recommendation.
New Orleans is a city fueled by
jazz, love, generosity, positivity,
celebration, and joy. Its vibrant,
colorful and energetic soul
represents the spirit of our brand.
10
Brand Guidelines
Cajun + Creole
Brand Overview
Brand Overview
Cajun Cuisine
Cajun cuisine is more rustic and
rural and is a style of cooking
originated by the French
colonists who settled in the
swampy region of Louisiana.
Cajun food is famous for being
very well seasoned, since spices
were used for their ability to
conserve food, but while it is
highly seasoned, it isn’t spicy, as
many misunderstand it to be. Most
dishes begin with a roux to which
is added a medley of vegetables
based on the French mirepoix.
“The holy trinity of Cajun cuisine”
utilizes onion, celery, and bell
pepper (rather than carrots) to
provide a flavor base for many
dishes. Garlic, paprika, thyme,
file (ground sassafras leaves),
parsley, green onions, and much
more are also very common
ingredients in Cajun kitchens.
Brand Overview
Creole Cuisine
Creole cuisine, is more complex
and sophisticated “city food”
and is a blend of the various
cultures of New Orleans including
Italian, Spanish, African, German,
Caribbean, Native American,
and British, amongst others.
Dishes consist of an array of
spices from various regions as
well as creamy soups and sauces.
Creole cuisine has a bit more
variety, due to the easier access
Creoles had to exotic ingredients
and the wide mix of cultures
that contributed to the cuisine.
That’s why you find tomatoes in
Creole jambalaya and not in Cajun
jambalaya or why a lot of times
you find a Creole roux made with
butter and flour while a Cajun
roux is made with oil and flour.
Brand
1.3 Overview
What Makes
Our Food
Different
Brand Overview
What Makes Our
Food Different
At POPEYES®, we are proud of our
food and proud of of our heritage.
That's why we have followed the
same recipe for nearly 50 years.
Our Louisiana roots influence

everything we do. Our cuisine is
rooted in Cajun & Creole traditions.
We carefully source each and
everyone one of our ingredients.
Our food is freshly prepared:
our chicken is marinated for
at least 12 hours, battered and
breaded by hand, then slow
cooked to perfection using our
proprietary frying process.
Our menu is managed by an in-

house team of classically trained
chefs with an uncompromising
passion for honoring the past
while innovating Louisiana
flavor, food and traditions.
All this leads to chicken like you've

never tasted, seen or heard before!
Brand Overview
What Makes Our
Food Different
Different ingredients and
flavors, people and cultures,
brought together in a way
that is almost magical
and feels like alchemy.
© 2019 Popeyes Louisiana Kitchen, Inc. All Rights Reserved. Confidential and Proprietary Information of Popeyes Louisiana Kitchen, Inc. Brand Guidelines
Brand Overview
What Makes Our
Food Different
Creating food and a brand

that is made great through
a combination of different
ideas and influences.
Brand
1.4 Overview
Positioning
Brand Overview
Positioning
Truth
Born of the unique culinary heritage of

Louisiana, blending ingredients and ideas
from seven different cultures.
Tension
People live in bubbles, increasingly separated from

ideas and beliefs that are different than their own.
Positioning
We believe food and life are made better through the

alchemy of different ingredients, ideas and people.
Brand
1.5 Overview
Personality
Brand Overview
Personality
Big-
hearted
Come on in! Everyone
is welcome at our table,
and there is always
room for one more.
We’re kind, generous, open-

hearted. We want to make
you feel at home even if it’s
thousands of miles away.
We’re not:
innocent, gullible
or facetious
Ms. Leah Chase
Brand Overview
Personality
Proud
We’re proud but humble.
We come from a melting
pot that created a unique
culture, identity and cuisine
that fills us with pride; in
our people, in our food,
the way we do things and
how we see the world.
We’re not:
aloof, arrogant, distant,
elitist or pretentious
Dr. John
Brand Overview
Personality
Spirited
We’re lively and outgoing:
we like to strike up
conversations with
strangers and go around
putting smiles on people’s
faces. We’re also connected
to what’s going on: we’re
down-to-earth, sharp-
witted and street-smart.
We're always down for
festivities and believe it's
important to take the time
to celebrate the little things.
We’re not:
rude, disrespectful
or try-hard
Brand Overview
Personality
Soulful
Just like our food has
culinary depth, our
personality has depth of
character. We inherited
a passion and a warmth
from our Louisiana roots
that can’t be explained,
but can be felt. An energy
that makes us put our
heart, love and soul into
everything we do - which
you can taste in our food,
hear in our voice and
experience in our stores.
We’re not:
sad, sorrowful, fake,
disingenuous, shallow
Brand Overview
Personality
Big-hearted
Come on in! Everyone is welcome at our table, and there is always room for one more. We’re kind,
generous, open-hearted. We want to make you feel at home even if it’s thousands of miles away.
We’re not: innocent, gullible or facetious
Proud
We come from a melting pot that created a unique culture, identity and cuisine that fills
us with pride; in our people, in our food, the way we do things and how we see the world.
We’re not: aloof, arrogant, distant, elitist or pretentious
Spirited
We’re lively and outgoing. We’re sharp-witted and street-smart. We strike up conversations with
strangers and put smiles on people’s faces, We believe in celebrating life, even in the face of adversity.
We’re not: cold, shy, reserved, rude, disrespectful or try-hard
Soulful
Just like our food has culinary depth, our personality has depth of character. We inherited a passion and a warmth
from our Louisiana roots that can’t be explained, but can be felt. An energy that makes us put our heart, love and
soul into everything we do - which you can taste in our food, hear in our voice and experience in our stores.
We’re not: sad, sorrowful, fake, disingenuous, shallow
Brand
1.6 Overview
Behavior
Brand Overview
Behavior
We put our food first it’s the main expression of our alchemy of flavors
We celebrate differences be it around a table or through issues relevant in culture today
We do it with love we bring our heart and soul to all we do, to everyone we meet
We don’t do bland our food and our attitude always has flavor and energy
We do things the right way from our food to our people, we give it our all or we don’t do it at all
We live it up we savor life, finding reasons to celebrate everything both big and small
Brand
Overview
1.7 Design
Strategy
Brand Overview
Design Strategy
The design strategy

translates our brand
positioning and brand
idea into tangible and
Proud &
usable design language.
At POPEYES®, we’re all

about honoring the melting
pot that is Louisiana and
celebrating the alchemy
of our food, our culture,
Eclectic
our people.
A design strategy that

guarantees creators of
our brand will strive to
find a balance between
our bold, confident
pride and the diverse
elements we combine.
Brand Overview
Design Strategy
A design system that honors

our heritage and communicates
its values and energy to the
world in a way that can be
universally understood.
A visual identity that will be globally appealing, even to someone who has never heard of Louisiana before.
Brand Overview
Design Principles
1
Put our 2
Use colors
food first. from our
world.
3
Balance 4
Celebrate
human our Louisiana
touch & bold heritage.
graphics.
© 2019 Popeyes Louisiana Kitchen, Inc. All Rights Reserved. Confidential and Proprietary Information of Popeyes Louisiana Kitchen, Inc. Brand Guidelines
Brand Overview
Design Principles
Put Our
Food First.
It all started with our food—and
our founder’s ambition to make
the best chicken out there. Today,
our chicken is recognized as the
best and is loved by those who
know it. Naturally, it takes the
starring role in our identity system.
• We proudly show our chicken

through macro, up-close shots.
• We photograph our products

in a way that’s authentic,
approachable, and cravable.
Brand Overview
Design Principles
Use Colors From

Our World.
Be Unapologetically Orange.
Our design language boldly and
proudly heroes orange, the main
color of our brand. Orange not only
originates from our heritage, but it
is also inspired by the colors found
in our world-famous marinade.
Brand Overview
Design Principles
Use Colors From

Our World.
Use Colors from Place of Origin.
Everything about POPEYES® is
real and down-to-earth: our food
is made in a kitchen, by hand,
combining a magical blend of
diverse ingredients. Therefore, all
the colors in our palette come from
the real world, our world, from our
product and our place of origin.
• Our supporting colors

are inspired by our varied
menu offerings and the
vibrant colors found on the
streets of New Orleans.
Brand Overview
Design Principles
Balance Human
Touch & Bold
Graphics
We always want to make sure we
have an element that represents
the human touch that goes
into everything we do. This can
come to life in a variety of ways,
including our illustration style and
in the way we photograph food.
Our handcrafted elements are
balanced by colors, graphics and
backgrounds that create space to
make our humanity stand out.
Brand Overview
Design Principles
Human Touch.
Brings Diversity, Warmth,
Comfort and Flavor.
• Our supporting illustration
and type style is a reflection
of the handcrafted nature of
our food, the people behind
our brand and the vibrancy
of Louisiana culture.
• Our product photography

is always supported by real
elements that are never too
perfect or excessively staged.
Brand Overview
Love that
Design Principles
Creates breathing
space, cleans the
palate, sets the chicken
stage for our food, (sandwich).
our voice, our
people to shine.
Bold Graphics
• We use open color fields, so
the focus is always on our
food and our brand.
• We use our primary type

to make bold, confident
statements.
Brand Overview
Design Principles
Celebrate
our Louisiana
Heritage
We come from a place that was
born out of the combination of
different cultural and culinary
origins, which directly influence
our food and who we are. We
want to carry our Louisiana
roots wherever we go, in a
way that’s contemporary and
can be globally understood.
• We bring together the best of

our heritage in a modern way.
• Our illustration style is inspired

by the easygoing playfulness
of Louisiana street art.
• Our visual language captures

the creative grit and
down-to-earth aspect of our
culture and our community.
Brand
1.8 Overview
Design
Elements
Brand Overview
Design Elements Chicken Sans
abcdefghijklmn
Our identity is a system
opqrstuvwxyz
comprised of core elements
that come together to
0123456789
form a recognizable look !?@#$%&.,
and feel that defines the
POPEYES® Brand.
These are our brand

ingredients.
Forty-seven years ago

in New Orleans, Louisiana,
a taste sensation was born.
2.0 Visual Identity
Visual Identity
Overview
The purpose of this visual identity toolkit is to help identify the

individual pieces that make up the POPEYES brand and to establish ®
guidelines for their optimal use. This will ensure global brand
consistency. After all, we are a fast growing global brand, and
today's global brands find themselves in a world without borders.
When all POPEYES communications feel as though ®
they originate from a singular voice, our audience will

be able to recognize and engage with the brand across
a full range of platforms in any part of the world.
Visual Identity
Kit of Parts
Wordmark Brand Seal Brand Character Pattern/Illustration/Icon
Color Typography
ABCDEFGHIJKLMN
OPQRSTUVWXYZ
abcdefghijklmn
opqrstuvwxyz
1234567890∞
#?!(-)&$%@;™*"
2.1 Visual Identity
Logo
Visual Identity
Logo
Our new logo brings our past

into the future by giving the
letterforms a shared baseline and
cap height. This simultaneously
increases legibility and
modernizes the wordmark.
The matured logo exemplifies how

seriously we take our food. It shows
the depth and care that goes into
our culinary process. It says we
take our food seriously, while the
rest of the visual identity shows
off our casual, playful personality.
Our logo is the most recognizable

piece of our identity. Consistent
use of the logo is essential in
creating distinct brand identity.
Visual Identity
Logo
Lock-up
The lock-up consists of two
elements, the wordmark and
the strapline. It expresses the
essence of the POPEYES® brand
and all its offerings. Use the lock-
up version of the POPEYES® logo
when it appears on its own, out of
the context of a branded space. Lock-up Wordmark
For example, OOH advertising.
Wordmark
In places where the POPEYES® brand
is already established, the wordmark
can exist on its own without the
strapline. These are spaces where
the customer has already entered
the POPEYES® brand world, such
as the interior of a POPEYES®
restaurant, on the POPEYES®
website, or within the mobile app.
The wordmark can also be used

instead of the lock-up in small-scale
applications where the strapline
would become illegible. In those
instances, it is important to include
supporting brand elements such as
color, photography, and illustrations
to fully convey the POPEYES® brand.
Visual Identity
Logo
Construction
Uniform height of ascenders
and descenders
The height of strapline [Z] is equal

to the width of the stem of the P.
1.25 Z
Logo + strapline: fixed relationship
Z
Clearspace Z
The clear space around the logo
defines the area into which no other
typography and graphic elements Chicken Sans Bold
can intrude. It ensures visibility,
clarity and visual impact of the logo.
The minimum clear space around

the logo is equal to the height
and width of the letter “O”.
The formula shown applies

to all sizes of the logo.
Visual Identity
Logo
Scale Small Standard Large

There are three sizes of our
wordmark and lock-up. Each has
been created for use at a different
scale and should be used within the
given perimeters. For usage between 20mm - 30mm
20mm and 30mm use the small 31mm - 60mm
size. For usage between 31mm and Over 60mm
60mm use the standard size. For
usage over 60mm, use the large size.
Minimum Size
To ensure production quality,
logos should not appear smaller
than 20mm in width (not Small Standard Large
including trademark symbol).
20mm - 30mm
31mm - 60mm
Over 60mm
Visual Identity
Logo
Color
The logo in our brand orange is
our primary colorway. It should
be used on light backgrounds.
The logo should appear in

white when used on an orange
or dark background.
The logo should only appear in

black when color is not available.
Visual Identity
Logo
Incorrect Usage
Our logo represents the POPEYES®
brand and values, and ultimately
reinforces trust through
consistency. Accordingly, the
logo should not be modified or Do not deconstruct by removing, Do not build on it by adding strokes, Do not distort by skewing or scaling elements.
altered in color or composition. or separating elements. drop shadows or outlines.
The following are examples of

incorrect use and/or application of
the logo. The examples apply to both
the wordmark and the lock-up.
Do not alter colors from the approved palette. Do not rotate the full lock-up or any elements. Do not infringe upon the logo clear space.
LOUISIANA KITCHEN
Do not change the relationship between Do not change the strapline with other fonts. Do not alter the configuration of the lock-up.
the wordmark and the strapline.
2.2 Visual Identity
Brand Seal
Visual Identity
Brand Seal
Our brand seal is a

straightforward graphic
device that encapsulates
who we are and what we're
all about—we're a Louisiana
Open Enclosed
Kitchen specializing in
chicken since 1972.
The seal is meant to serve

as an ancillary mark to the
POPEYES® logo. It can be
used within a POPEYES®
branded space, such as
a restaurant, where the
logo is displayed. In these
instances, the brand seal
and logo can both be used,
but may not be locked up.
The brand seal may

never be used as a
replacement for the logo
on communications. It is
almost always used as
the open variation. There
may be exceptions where
the enclosed version is
needed, but when in doubt,
use the open variation.
Visual Identity
Brand Seal
Scale Large
There are three sizes of our brand
Over
seal. Each has been created for use 60mm
at a different scale and should be Medium
used within the given perimeters. 30mm
For usage between 20mm and Small -
30mm use the small size. For 20mm 60mm
usage between 31mm and 60mm -
use the standard size. For usage 30mm
over 60mm, use the large size.
Minimum Size
To ensure production quality,
seals should not appear smaller
than 20mm in width (not
including trademark symbol).
Large
Over
60mm
Medium
30mm
Small -
20mm 60mm
-
30mm
Visual Identity
Brand Seal
The POPEYES® seal should be used in tandem

with the logo, and never as a standalone mark.
Correct Usage
The seal is an important piece of the
POPEYES® graphic world, but care should Only show the seal in Only show the seal in white Only show the seal in white when Do not fill the seal.
be taken not to misuse or over-use it. POPEYES® Orange when placed on any other placed over a photographic
when placed on a brand color background. background, but be sure to choose
compositions that maintain legibility.
Appropriate Seal Usage
Restaurant exteriors
Restaurant menu boards
Window statics + posters
Counter-front placement
Restaurant wayfinding
Website + App
Uniforms
Unauthorized Seal Usage

Used alone instead of the logo
Packaging
Do not stretch, warp or rotate Do not show the seal in colors other Do not mix multiple Do not use gradients, drop
Advertising communications the seal or any of its parts. than POPEYES® Orange or white. colors within the seal. shadows, outlines, textures or any
other effects or decorations to
For questions regarding brand seal alter the appearance of the seal.
usage, please contact the global brand
marketing team.
*The following rules illustrated with the

enclosed seal also apply to the open seal.
Do not re-draw, re-crop or Do not edit the Do not alter the

edit Poppy in any way. contents of the seal. configuration of the seal.
Visual Identity
Brand Seal
Applications
Examples of brand seal usage
demonstrate its supporting
role to the POPEYES® logo
and other brand elements.
2.3 Visual Identity
Brand
Character
(Poppy)
Visual Identity
Brand Character
Poppy can be used alone as a

powerful expressive icon to
represent the brand in certain
instances. She can add moments
of personality and interactivity
in animated sequences on
social media and other digital
executions, as well as in-store
and environmental graphics. She
can also interact with the brand's
illustrated elements for occasional
moments of playfulness.
As with other brand elements,

care should be taken to use
Poppy with taste and judgment.
Please adhere to the following
guidelines and recommendations
when using the brand character.
FPO
Visual Identity
Brand Character
Poppy should only be used in the context of

branded environments such as a POPEYES®
restaurant, the POPEYES® website, app or
social media page. Never use Poppy as an icon.
Correct Usage Do only show Poppy in Do only show Poppy in white Do show Poppy in white when Do not show Poppy in colors other
The Poppy is an important piece of the POPEYES® Orange when when placed on any other placed over a photographic than POPEYES® Orange or white.
POPEYES® graphic world, but care should placed on a white background. brand color background. background, but be sure to choose
compositions that maintain legibility.
be taken not to misuse or over-use it.
Appropriate Seal Usage

Restaurant exteriors
Restaurant menu boards
Window statics + posters
Counter-front placement
Restaurant wayfinding
Website + App
Uniforms
Unauthorized Seal Usage

Do not lock up the Do not combine or add other Do not re-draw, re-crop Do not use gradients, drop
Locked up with the logo trademark with the logo. unauthorized elements or edit Poppy in any way. shadows, outlines, textures or any
Used alone instead of the logo to the trademark. other effects or decorations to alter
Packaging the appearance of the trademark.
Advertising communications
For questions regarding brand character

usage, please contact the global brand
marketing team.
*The following rules illustrated with the

enclosed icon also apply to the open icon.
Do not fill the trademark Do not knock out of Do not stretch, warp or Do not isolate the hand-drawn
with images. a holding shape. rotate the trademark. version of the Poppy icon. It should
only appear in the pattern.
Visual Identity
Brand Character
When cropping Poppy, there are

a few guardrails to consider.
Minimum Poppy crop. Maximum Poppy crop. Poppy can be cropped at an angle, Do not angle Poppy upside down.
especially with the maximum crop.
Do not crop just the front of Poppy. Do not crop Poppy's head. Do not allow gaps with Do not crop Poppy to be unrecognizable.
the edges of the space.
Visual Identity
Brand Character
Applications COMPANY | OUR STORY

Examples of brand character FRANCHISE OPPORTUNITIES
CAREERS | LEGAL | CONTACT US | SUPPORT
usage demonstrate Poppy's Terms of Use | Privacy Policy | Accessibility Statement

Sitemap | Foundation | Investor Relations
supporting role to the POPEYES®

logo and other brand elements. 2,000 calories a day is used for general nutrition advice, but calorie
needs vary. For additional nutrition information click here.
TM & © 2019 Popeyes Louisiana Kitchen, Inc.
Prices in restaurant may vary from prices in app.
All pictures are shown for illustrative purposes only.

Actual product may vary due to product enhancement.
Home Offers Restaurants Order
2.4 Visual Identity
Color Palette
Visual Identity
Color Palette
Color is a distinct and

instantly recognizable pillar
of our brand. To express
the vibrant personality of
POPEYES®, we have crafted
a dynamic color palette. Our
ownable orange and lively
supporting colors reflect
our eclectic heritage and
diverse menu offerings.
Visual Identity
Color Palette
Primary
POPEYES® Orange is an appetite whetting
POPEYES® Orange Salt White
hue stemming from our heritage. It is the
primary color of our brand as expressed
Pantone 3564 C c0 m0 y0 k0
through our identity system, from logos,
Pantone 3564 U
to packaging and photography.
c0 m60 y100 k0 r255 g255 b255
White is used as an essential balance to our RAL 2003 #ffffff
brand orange. It provides freshness and r255 g125 b0
contrast in our messaging. #FF7D00
Secondary
Our secondary colors are red-orange and Burnt Orange Butter Yellow
yellow. They support our hero orange,
adding depth and vibrancy to our system. Pantone 7579 C Pantone 123 C
Pantone 158 U Pantone 115 U
They should be used to offer support to our
c0 m74 y100 k0 c0 m19 y89 k0
primary palette, adding richness and breadth.
RAL 2004 RAL 1018
Their presence ensures we aren’t overusing
r242 g86 b0 r255 g200 b0
our brand orange and helps us better own
#F25600 #FFC800
the hue of orange.
Accent
Our accent colors are red, purple and teal. NOLA Teal NOLA Purple Spicy Red
They are inspired by colors on the streets
of New Orleans, nodding to our colorful Pantone 326 C Pantone 2602 C Pantone 3546 C
Louisiana heritage. They inject delightful Pantone 2399 U Pantone 2070 U Pantone 2035 U
flashes of color and codify our offerings. c81 m0 y38 k0 c65 m100 y0 k0 c2 m100 y99 k4
RAL 5018 RAL 4006 RAL 3028
Our accent colors should be used r0 g178 b169 r145 g25 b135 r217 g15 b6
sparingly to energetically supplement #00B2A9 #911987 #D90F06
our primary and secondary palettes.
Visual Identity
Color Palette
ADA Website Compliance

In order for the POPEYES® website to
comply with the Americans with Disabilities
Act (ADA), typography must meet a size
and color contrast threshold. While this
does not change the overall POPEYES®
brand or color palette, below are some
guidelines to safeguard compliance.
Body Copy
POPEYES® Orange must not be used for
body copy in any web application. Instead,
web-based body copy should be black or
dark gray, and a minimum of 12pt type.
Subheads
Burnt Orange, NOLA Teal, NOLA
Purple, or Spicy Red can be used for
subheads at a minimum of 14pt. Butter
Yellow should not be used for any web-
based text for legibility reasons.
Logo
Because the POPEYES® logo is a logotype,
the logo should be no smaller than the
Standard size on a website to meet
the minimum size requirements.
Visual Identity
Color Palette
Weighting
Our color palette provides a
vibrant range. To maintain brand
recognition, we use we use
colors in varying amounts.
• Proudly lead with orange,

using white for balance.
• Utilize the secondary palette

for depth and dimension.
• Accentuate with accent colors to

add emphasis and excitement.
Note:
black/gray may be used for copy as necessary in digital
environments or for legal copy.
Important Printing Note

To ensure consistency of our
brand orange in printed materials
always refer to an authorized
POPEYES® color target before
finalizing a print job.
Achieving color consistency is vital

to maintaining brand recognition.
Please contact the global brand

marketing team to request color
targets for your own uses, as
well as to share with your local
agencies and suppliers.
2.5 Visual Identity
Typography
Visual Identity
Typography
Typeface
Louisiana kitchen.
Chicken Sans is our custom
typeface designed to embody
the spirit of POPEYES®. Like
our personality, Chicken Sans is
informal and approachable, and
speaks with clarity and directness
while revealing a spirited nature.
Chicken Sans Bold
Our custom typeface is easy to
read and ownable. It features
an exaggerated x-height for
maximum legibility. Chicken Sans
Bonafide worldwide.
increases brand recognition and
provides a consistent voice.
Because it is a proprietary font

owned by POPEYES®, Chicken
Sans does not need to be Chicken Sans Regular
purchased. It should not be
disseminated to the public.
Love that chicken.

Chicken Sans ExtraLight
Visual Identity
Typography
Typeface
When deciding which weight to
use, it is important to consider
Hi, I'm Chicken Sans
Bold. I am all about
the hierarchy of information. All
headlines should be in Chicken Sans
Bold, all other copy—including on the
website—should be Chicken Sans
Regular. Only legal copy or footers
the headlines.
should use Chicken Sans ExtraLight.
Need to say something to support that headline?

Better use Chicken Sans Regular for that.
Smaller blocks of body copy can also Listen, nobody likes legal copy (except lawyers maybe) so
you may as well set it in a cool font. Why not use Chicken
be set in Chicken Sans Regular. It allows
Sans ExtraLight? It's everything you love about the other
great legibility but still retains all of that weights, but a little more tender and delicate—just like
great POPEYES® personality and energy, POPEYES® chicken tenders...mmm. Sorry, where was I?
but in a cute, readable little package. This Oh yeah, legal copy.
is where you'd start talking about how
IF YOU NEED TO GO SMALLER, YOU CAN ALSO SET CHICKEN SANS
great our prices are or the artistry that EXTRALIGHT IN ALL-CAPS. ISN'T IT GREAT HOW IT RETAINS ITS
goes into the preparation of our food. LEGIBILITY AS WELL AS ITS PERSONALITY?
Visual Identity
Typography
energetic cuts
Typeface
The personality of Chicken Sans
Love that
is detailed in its letterforms. It
friendly, round
is eccentric, epitomized by the
letterforms
asymmetric endings and hooked
characters, and friendly as
characterized by the round forms
(‘c’, ‘s’, and ‘o.’) The harsher forms
(‘n’, ‘h’, and ‘t’) add overall balance
famous Louisiana
creating an energetic harmony.
Basically, it's unusual,

energetic, legible, joyous and
perfect for POPEYES®.
fried chicken.
stroke
contrast
asymmetric
quirky, hooked endings
characters
Visual Identity
Typography
Typeface Chicken Sans Bold

The Chicken Sans family is comprised
of 3 weights:
• Chicken Sans Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
• Chicken Sans Regular
• Chicken Sans Extra Light
0123456789$%&.,:;!?()-@#“”
Chicken Sans Bold
This weight is used for all headlines
and for most sub-heads.
Chicken Sans Regular

This weight is used for body copy or Chicken Sans Regular
lines of text where the bold weight
becomes less legible. It can also come
in handy for small or legal copy.
ABCDEFGHIJKLMNOPQRSTUVWXYZ
Chicken Sans Extra Light
This weight is used as an alternate
to the Regular weight as body
copy. If used as body copy, the
Regular weight can be used as a
0123456789$%&.,:;!?()-@#“”
boldfacing option within sentences.
It can be used as small/legal copy in Chicken Sans ExtraLight
ABCDEFGHIJKLMNOPQRSTUVWXYZ
either sentence case or all-caps.
0123456789$%&.,:;!?()-@#“”
Visual Identity
Typography
Typesetting
Headlines should be set in Chicken
Sans Bold, center aligned. To maintain
legibility and an approachable tone,
use sentence case with periods.
The leading for headlines is 90%

of the point size. For example,
if the headline is set at 100 pt, Hand-battered,
hand-breaded and
the leading should be 90 pt.
There will be instances when 100 pt

leading should be optically adjusted
bursting with bold

depending on the design. 90 pt
Set kerning to metric and tracking

to 0. Optically kern where needed.
Louisiana flavor.
Sentence case Center aligned
Visual Identity
Typography
Love that SIGNATURE CHICKEN Love that
General Usage Louisiana Our chicken is marinated for at least 12 hours,
and its bursting with bold Louisiana flavor.
Louisiana
chicken. chicken.
Most of our language should follow
standard grammar rules. Headlines OFFER AVAILABLE FOR A LIMITED TIME.
should always be set in sentence case,

while document titles (like the ones in this
document) should be set in title case.
Set headlines in sentence case in Subheads may be set in all caps in a variety Healines on simple, mono color photography
brand orange or white only. of informational executions (ie. the POPEYES® (such as on a food texture) is permissible.
All-caps usage should be limited to smaller website, menus and legal copy.)
sub-heads on the web, restaurant menus or
small print executions (warnings, legal copy,
packaging ingredients, etc.)
Note
We avoid overusing all-caps in our primary
Love that Love that LOVE THAT
tone-of-voice language because as a brand
we don't like to "yell." Remember that, while Louisiana Louisiana LOUISIANA
we're a brand with a big personality, we're
also friendly and approachable. chicken. chicken. CHICKEN.
Do not adjust tracking or force justify lines of copy. Do not set headlines in colors other than brand Do not set headlines in all caps.
orange or white if placed over photography.
Love that Love that

Louisiana Louisiana
chicken. chicken.
Do not use gradients, drop shadows, outlines, textures Do not set headlines over photography
or any other effects or decorations on the headline. with a complex background.
Visual Identity
Typography
Examples
Because our brand will need
to communicate across
a variety of platforms
and media, maintaining
a consistent typographic
style will help ensure a
consistent and recognizable
brand experience. Here
are a few examples that
illustrate how type can
be used in our world.
2.6 Visual Identity
Pattern
Visual Identity
Pattern
We’re as proud of our rich Louisiana

heritage as we are of our food.
To share this with our guests, we

created a graphic element that
captures the energy and eclectic
nature of NOLA, marrying it with
the handcrafted nature of our
food. Our pattern is lively, gestural
and bursting with personality.
Comprised of pieces of our hand-
drawn iconography, it embodies
the rich cultural and culinary
diversity of our Louisiana home.
The pattern is predominantly

shown in brand orange on a
white background. It may be
shown as white against an orange
background in very limited usage.
In cases when the primary pattern
colorway has already been utilized
it can be inverted to avoid overuse
e.g. packaging, uniforms.
Visual Identity
Pattern
International Version International Version Only

An alternate pattern was created
for use in non-US POPEYES®
locations. The international pattern
removes the "fish de lis" seafood
icon to reflect international menu
differences, as well as the colloquial
phrases Bonafide, BooCoo Flavor,
and Oooweeee that may not be
understood in the international
market. All other elements of the
POPEYES® brand are included.
As with the primary brand

pattern, this version should be
used in accordance with the
following usage guidelines.
Visual Identity
Pattern
Our pattern represents

POPEYES®’ brand and values.
To ensure a consistent
experience, utilize it correctly.
Do predominantly use the pattern in our The pattern may be shown as white Do not use the pattern in colors Do not rotate the Do not add a tint of a color
Correct Usage brand orange on a white background. on brand orange background other than our brand orange pattern more than 25°. behind the pattern.
in very limited usage only. whether in part or in whole.
The pattern is predominantly
shown in brand orange on a
white background, but may
occasionally be shown in white
against an orange background.
Incorrect Usage
Take care to honor the eclectic,
energetic spirit the pattern
represents. In short, do not customize
or alter the pattern in any way.
When placing the pattern, take Do not recolor the pattern with colors Do not rearrange elements Do not change the scale of individual Do not add new elements Do not zoom into the pattern so
care not to crop trademarks. other than primary brand orange. to create a new pattern. icons inside of the pattern. to the pattern. much that elements lose meaning.
Refer to the rules here when

positioning the pattern in any design.
Do not zoom out of the pattern Do not distort the pattern Do not edit the edge of pattern. It
so much that the it becomes should always be shown as full bleed.
purely textural. Icon size should
not be smaller than 20mm.
Visual Identity
Pattern
Best Practices
Our pattern is a storytelling device: its
individual icons speak to our heritage,
our values and our offerings, together
they tell the story of our brand. We utilize
the pattern in instances when we can tell
our guests a little more about us, such
as take away bags, tray liners and food
wraps. Other opportunities to highlight
the diverse contents of our pattern
include interior walls of our restaurants.
Our pattern’s narrative quality inspires
moments of delight and discovery. If it
becomes ubiquitous across touchpoints, it
will lose this engaging quality. Care should
be taken to not overuse our pattern.
Here are some common and effective

uses of the POPEYES® pattern.
Visual Identity
Pattern
Special Editions
Occasionally the pattern rules are
suspended in the creation of special
expressions of the brand or to
provide visual differentiation within
a family of branding executions.
Specifically, packaging often requires

extra flexibility within the system
to effectively communicate as an
individual component that lives
within a subset of the overall brand.
All modifications to the pattern

must be approved by the Global
Brand Marketing team.
2.7 Visual Identity
Iconography
Visual Identity
Iconography
Iconography is the visual

embodiment of our
personality; it serves
both an expressive and
practical purpose. Our
icons support our system
as annotations. They are
designed to communicate
key messaging quickly
across touchpoints while
increasing brand equity.
Visual Identity
Iconography Expressive Functional
Our iconography system is comprised of

two categories: functional and expressive.
This is the collection of icons you can use

in other touchpoints. Some of them come
from the pattern, others serve a unique
function. Do not use any icons in isolation
that are not represented on this page.
Functional
The functional icon set is designed
to provide simple messaging. These
icons can communicate heat, flavor,
new offerings, quantity and pricing.
Expressive
The expressive icon set is designed to talk
about our brand. Each icon illustrates a key
differentiator or equity that makes POPEYES®
unique (such as quality and heritage.)
• Never use functional icons in

isolation without product.
• Expressive icons can be used

with or without product.
• Limit use to one icon per messaging piece.
Touchpoints include:
• In-restaurant communications
• LTO/new offering messaging
• Social media
Visual Identity
Iconography
Scale
Icons should not overpower the
messaging or become the focal point;
they should act as an annotation.
When utilized in messaging,
Hello
icons should be 1-2x the cap
height of the headline. X
Chicken
X
Minimum size
Icons should not be appear
Sandwich.
smaller than 20mm high.
20mm
Visual Identity
Iconography
Colors
The icons should always be
used on colors with maximum
legibity. The color combinations
on this page are the only
approved color combinations.
Visual Identity
Iconography
Hello
Ensure Correct Usage Chicken
Our iconography represents
POPEYES® brand and values. Sandwich.
To ensure a consistent
experience, utilize it correctly. Do choose a color that maintains Do layer icons over headlines Do keep icons clear of food photography. Do not layer icons over
legibility against it’s background. where appropriate and legible. food photography.
Do not distort by skewing Do not alter icons by Do not add strokes, drop Do not use more than one icon
or scaling elements. redrawing or modifying. shadows or outlines. per communication piece.
Do not choose a color that Do not use more than one Do not choose a color that Do not use unapproved
reduces contrast or otherwise color in an icon. vibrates with the background. colors or gradients.
poses a legibility problem.
Visual Identity
Iconography
Chicken.
Examples
Although the POPEYES® brand Sandwich.
3 Y'all
orange is our primary color
communicator, our secondary $ 99
and accent colors play an
important lead role at times. ready?
Our icons help to deliver important Family Meals
cues about flavor, heritage, Chicken or Tenders
products and offers. Spicy should
primarily be shown in red while 8PC 12PC 16PC 2PC
seafood heroes teal. If calling out includes includes includes Comb
New Orleans/Louisiana heritage 1 LG side 1 LG side 1 LG side Platte
cues purple or teal can be used. 4 Biscuits 4 Biscuits 4 Biscuits
$00.00
Cal 0000-0000
$00.00
Cal 0000-0000
$00.00
Cal 0000-0000
3PC
Not all background colors allow Comb
Chicken Only Chicken Only Chicken Only Platte
for icons to appear in their $00.00 $00.00 $00.00
primary colorway. In these Cal 0000-0000 Cal 0000-0000 Cal 0000-0000
3W
instances, and for the purpose of Comb
variety, accent colors within the Platte
colorway palette can be used. Signature Sides
Reg $0.00 LG $0.00
See examples here for guidance.
Reg Cal LG Cal
Red beans & Rice 000 000 C

Cole slaw 000 000
Cajun fries 000 000

SM
Mashed potatoes 000 000
MED
Green beans 000 000
LG
Cajun rice 000 000
Half G
Mac & Cheese 000 000
Gallon
Onion rings 000 000
Biscuits
W
(1) $0.00 cal 000 (6) $0.00 cal 0000 (12) $00.00 cal 0000
2.8 Visual Identity
Photography
Visual Identity
Photography
We are exceptionally proud of

our food, which is why we like our
photography to zoom in closely,
emphasizing the quality and
details inherent in our product
POPEYES® photography has a

distinct, ownable look. Our food
is shot with high contrast in
dramatic lighting to emphasize
the quality and details of our
product. Bright highlights and crisp
cast shadows create depth and
emphasize our quality ingredients.
Our unique style inspires hunger

through craveable closeups,
tactile textures and authentic
imperfections. We are so proud
of our product that we do not
retouch our food photography.
We either shoot our food macro,

or on a surface in our packaging.
88
Brand Guidelines
We shoot our product in three
product and environmental.

general styles: macro, hero
Photography
Visual Identity
Visual Identity
Photography
We shoot our product in Macro Hero Product Environment

three styles: macro, hero
product, and environmental.
In all styles, we show our food

honestly. Product should appear
natural and not stylized, with
crumbs and crumpled wrappers.
With the exception of Macro,

we always shoot our food on
a textured surface in branded
packaging, never floating
on a studio seamless.
Macro photography is used to showcase the Hero product photography is used to Environment photography is used to display
craveable textures and details of our food. We shoot in feature a singular menu item. our product alongside our branding, it should
macro because we are proud of every delicious detail. appear in our packaging or on branded liner.
Visual Identity
Photography
Kitchen Realness
At POPEYES® we’re equally
as proud of our the way we
make our food as we are of
the food itself, and we want
our guests to know. Our prep
photography celebrates
real POPEYES® cooks in
real POPEYES® kitchens.
We invite our guests to
witness the alchemy of our
food as we proudly celebrate
the people who bring it all
together in our kitchens.
Please note that these photographs

are for guideline purposes only and
should not be used in any POPEYES®
promotional material or otherwise.
3.0 Applications
Visual Identity For internal POPEYES® use only; imagery has not been purchased for public distribution. Conceptual—not a final recommendation.
Applications – Packaging
Applications – Uniforms
94
Brand Guidelines
Applications – OOH
Visual Identity
95
Brand Guidelines
Visual Identity
97
Brand Guidelines
Visual Identity
100
Brand Guidelines
Applications – Digital
Visual Identity
101
Brand Guidelines
Applications –Social
Visual Identity
102
Brand Guidelines
Applications – Swag
Visual Identity
Applications – All Together

Popeyes Louisiana Chicken Guidelines

Uploaded by

Document Information

Copyright

Available Formats

Share this document

Share or Embed Document

Sharing Options

Did you find this document useful?

Is this content inappropriate?

Copyright:

Available Formats

Popeyes Louisiana Chicken Guidelines

Uploaded by

Copyright:

Available Formats

POPEYES ®

Y'all...Welcome to our kitchen. There's always room for one more!

our brand is always presented in its Sunday best!

For questions about these brand

1.0 Brand Overview 5 2.0 Visual Identity 40 3.0 Applications 91

1.1 Our Story 6 2.1 Logo 43 3.1 Packaging 92

1.4 Positioning 17 2.4 Color Palette 60 3.4 Digital 100

1.5 Personality 19 2.5 Typography 65 3.5 Social 101

1.6 Behavior 25 2.6 Pattern 73 3.6 Swag 102

1.7 Design Strategy 27 2.7 Iconography 79 3.7 All Together 103

1.8 Design Elements 38 2.8 Photography 86

POPEYES® was founded in 1972 in

Al not only knew his way around

Al even invented his own fryer—

For the past 47 years, we have

Louisiana is known as a melting

Our Louisiana roots influence

Our menu is managed by an in-

All this leads to chicken like you've

Different ingredients and

Creating food and a brand

Born of the unique culinary heritage of

People live in bubbles, increasingly separated from

We believe food and life are made better through the

We’re kind, generous, open-

We’re not: innocent, gullible or facetious

We’re not: aloof, arrogant, distant, elitist or pretentious

We’re not: cold, shy, reserved, rude, disrespectful or try-hard

We’re not: sad, sorrowful, fake, disingenuous, shallow

We celebrate differences be it around a table or through issues relevant in culture today

The design strategy

At POPEYES®, we’re all

A design strategy that

A design system that honors

• We proudly show our chicken

• We photograph our products

Use Colors From

Use Colors From

• Our supporting colors

• Our product photography

• We use our primary type

• We bring together the best of

• Our illustration style is inspired

• Our visual language captures

These are our brand

Forty-seven years ago

The purpose of this visual identity toolkit is to help identify the

they originate from a singular voice, our audience will

Wordmark Brand Seal Brand Character Pattern/Illustration/Icon

Our new logo brings our past

The matured logo exemplifies how

Our logo is the most recognizable

The wordmark can also be used

The height of strapline [Z] is equal

The minimum clear space around

The formula shown applies

Scale Small Standard Large

The logo should appear in

The logo should only appear in

The following are examples of

Our brand seal is a

The seal is meant to serve

The brand seal may

The POPEYES® seal should be used in tandem