Have you ever walked past a Church’s Chicken restaurant and thought “wait something looks different here”? You’re not imagining things! Church’s Chicken has indeed changed their logo several times throughout their history with the most recent rebrand embracing their Texas roots in a bold new way. As someone who’s been eating their crispy fried chicken since I was a kid, I’ve watched this transformation with interest, and today I’m gonna break down everything you need to know about Church’s logo evolution.
The History of Church’s Chicken Logo Evolution
Church’s Chicken has undergone several significant logo changes since George W. Church Sr. founded the company in San Antonio, Texas back in 1952. Let’s walk through this tasty journey:
The Original Logo: A Humble Beginning
The first Church’s logo was pretty simple and reflected the era it was created in It featured
- A rooster wearing a bow tie
- A country-style aesthetic
- The name “Church’s Fried Chicken To Go”
- A straightforward, unpretentious font
- Classic red, white, and black colors
This original design stayed consistent for decades as the company expanded across the United States, clearly communicating the brand’s name and what they offered – delicious fried chicken at affordable prices
The 1989 Update: Enter “Lucky” the Rooster
In 1989, Church’s decided it was time for a refresh and introduced a sleeker, more modern logo:
- A more defined rooster named “Lucky”
- Sharper feathers and a confident expression
- More vibrant colors
- A more contemporary design
This updated logo served Church’s well for many years and helped establish their brand identity during a period of significant growth.
The Recent Rebranding: Embracing Texas Roots
In late 2019, Church’s Chicken embarked on a significant rebranding effort that included a major logo redesign. This wasn’t just a minor tweak but part of a comprehensive brand refresh that aimed to reconnect with their Texas heritage.
Why Did Church’s Chicken Change Their Logo?
There were several strategic reasons behind the decision:
- Modernization: The fast-food industry is highly competitive, and brands need to stay fresh and relevant
- Global unification: Church’s operates internationally (known as Texas Chicken in many countries) and needed a cohesive brand identity
- Texas heritage emphasis: Reconnecting with their San Antonio roots became a priority
- Appeal to new demographics: Attracting younger customers while maintaining their loyal base
- Brand revitalization: Creating excitement and renewed interest in the brand
According to Joseph Christina, Church’s CEO, “Texas has a real spirit to it, and we wanted to make sure this was represented through our fresh food, strong heritage and memories.”
Details of the New Church’s Logo
The most recent logo overhaul includes several notable changes:
- The rooster: Still present but facing forward in a bold, progressive stance
- Colors: Vibrant red and gold remain, but with a richer, more contemporary palette
- Typography: Softer, more rounded letters giving a friendlier appearance
- Design approach: A minimalist, flat design reflecting current branding trends
- “Texas” emphasis: Addition of a Texas “lone star” above the name (especially in international markets)
For international markets, the brand is now often presented as “Church’s Texas Chicken” with the logo featuring a gold brand circle above and below the bold signature Church’s brand name, with the Texas “lone star” prominently displayed.
More Than Just a Logo: The Complete Brand Refresh
What’s super interesting is that Church’s didn’t just change their logo – they overhauled their entire brand experience:
Restaurant Design Changes
- New exterior facades with warm textured wood panels
- Striking “puck” logo signage that grabs attention
- Interior murals featuring icons like jalapeño peppers (representing “Bold”), a lone star (“Texas”), and chicken (“Flavor”)
- New seating options with brightly colored surfaces and walls
- Heritage murals celebrating the brand’s Texas connections
Colors and Visual Identity
The refreshed color scheme moved from the traditional red and white to a rich blue palette in many applications, helping Church’s stand out from competitors. As Brian Gies, their executive vice president and global chief marketing officer, helped spearhead this change.
Employee Experience
The rebrand also focused on the employee experience:
- Updated uniforms with Texas-inspired elements
- New training emphasizing “down-home” hospitality
- Restaurant reimaging that boosts employee morale
As Joseph Christina noted, “Our turnover goes down when we reimage restaurants. Our employees feel like when you’re investing in the business, you’re investing in them.”
Customer Reactions to the Logo Change
Like with most rebrands, reactions to the new Church’s logo have been mixed:
- Positive responses: Many customers appreciate the polished, modern aesthetic
- Nostalgia factor: Some longtime patrons miss the retro logo they grew up with
- Mixed reviews: Brand experts have varied opinions on the effectiveness of the change
One thing that’s important to note – despite the visual changes, Church’s has maintained their commitment to their signature menu items. The delicious fried chicken, honey-butter biscuits, and Southern sides that customers love haven’t changed a bit!
Why Brands Change Their Logos
Church’s isn’t alone in refreshing their brand identity. Many fast-food chains periodically update their logos to:
- Keep up with current design trends
- Appeal to new demographics
- Signal changes in brand strategy
- Improve recognition and stand out from competitors
- Modernize their overall image
What Makes a Successful Logo Redesign?
Based on Church’s experience, we can identify some key elements of effective logo refreshes:
- Honoring heritage: Keeping recognizable elements (like the rooster)
- Simplification: Moving toward cleaner, more minimal designs
- Versatility: Creating logos that work across all platforms
- Meaning: Incorporating elements that tell the brand story
- Consistency: Ensuring the logo reflects the actual brand experience
The Global Impact of Church’s Rebranding
Church’s international presence made this rebrand particularly significant. In many markets outside the Americas, the chain is known as “Texas Chicken,” and now the rebranding effort has created a more unified global identity.
In Canada and other international markets, the brand has transitioned to “Church’s Texas Chicken” with the new logo identity, restaurant design, uniforms, packaging and other elements.
The rebrand has fueled international expansion, with new locations opening in Canada, the Middle East, and Asia. The consistent branding helps create a recognizable identity regardless of geography.
The Future of Church’s Chicken Under the New Logo
With their refreshed identity in place, Church’s is positioned for future growth:
- Emphasis on digital ordering with partnerships with GrubHub, Postmates, DoorDash, and UberEats
- Launch of order-ahead and pickup options
- Introduction of bolder, spicier menu items in some markets
- Continued international expansion
The company sees this new chapter as a springboard for continued growth while honoring its rich heritage.
My Thoughts on Church’s Chicken’s Logo Change
I gotta say, as someone who’s enjoyed their chicken for years, I think the rebrand makes a lot of sense. The fast food landscape is super competitive, and brands need to evolve or risk getting left behind. By connecting more strongly with their Texas roots, Church’s is differentiating themselves in a crowded market.
The new logo feels more contemporary without abandoning what made the original special. I especially like how they’ve kept the rooster – it would’ve been a shame to lose such an iconic element of their identity!
What I appreciate most is that while they’ve changed their look, they haven’t messed with their food. Those honey-butter biscuits still taste exactly the same (thank goodness!).
Frequently Asked Questions About Church’s Chicken Logo
How many times has Church’s Chicken changed its logo?
Church’s has undergone at least 4-5 major logo changes throughout its history, with the most recent significant rebrand occurring in late 2019.
Did Church’s Chicken change their recipe when they changed their logo?
No! While the logo and branding have evolved, Church’s has maintained their commitment to their signature recipes and flavors. The company confirmed that the refresh would not affect their beloved menu items.
Is Church’s Chicken and Church’s Texas Chicken the same company?
Yes, they are the same company. Outside the Americas, Church’s Chicken is often known as Texas Chicken. With the recent rebrand, some locations (particularly in Canada) are now using “Church’s Texas Chicken” to emphasize their Texas heritage.
When was Church’s Chicken founded?
Church’s Chicken was founded in 1952 by George W. Church Sr. in San Antonio, Texas.
Who owns Church’s Chicken now?
As of August 2021, Church’s Chicken was acquired by High Bluff-backed Rego Restaurant Group, the owners of Quiznos and Taco del Mar.
In Summary
Church’s Chicken’s logo change represents a calculated brand revitalization initiative aimed at modernizing their visual identity while paying homage to their Texas origins. The comprehensive rebrand goes beyond just a logo update to include restaurant redesigns, new uniforms, updated packaging, and a renewed focus on their Texas heritage.
While the visuals have changed, the commitment to quality and flavor remains unchanged. The strategic refresh positions Church’s for future growth in an increasingly competitive market while ensuring they remain true to their roots.
Have you noticed the Church’s Chicken logo change in your neighborhood? What do you think about their new look? Drop a comment below – I’d love to hear your thoughts!
Rebranding Pushes Atlanta-based Chicken Chain Toward ‘Texas Roots’
Tuesday, December 3rd, 2019
Recognizing the power of its authentic heritage and origin in Texas , Churchs Chicken restaurants in Canada are in the process of re-branding as “Churchs Texas Chicken” with a new brand positioning, logo identity, restaurant design, uniforms, packaging and other elements. Church’s Chicken Canada evolving to Church’s Texas Chicken as new Brand Re-launch Unveiled
Based on insights from QSR customers in Canada and internationally, the new brand identity expresses unique attributes like quality, boldness, innovation and flavor in order to make even deeper connections with its audience and fans in Canada and other international markets in the Americas.
“Were a challenger brand, so we have to work smarter at engaging consumers and staying fresh, exciting and relevant, yet embrace change to compete and win against an ever-growing tide of international and local competitors,” offers Tony Moralejo, Executive Vice President of International for the brand. “As we begin to elevate and differentiate our brand, our new Churchs Texas Chicken logo proudly puts our stamp on the map in Canada , and elsewhere around the world.”
One of the most noticeable features of the re-launch is a strong, clean new logo with a vivid gold brand circle above and below the bold signature Churchs brand name. A Texas “lone star” sits above the name, which, along with the wording “Texas Chicken” that calls out the unique legacy of the brands Texas roots. “The new logo is evolutionary – not revolutionary, contemporary, simple, striking, iconic, and without question, makes sure that our Texas-style spirit and heritage is right there for everyone to notice,” adds Moralejo.
The restaurant experience now begins with a striking exterior design facade with warm textured wood panels anchored by a new “puck” logo sign that pops and immediately grabs guests attention. Freestanding buildings will have exterior red portals and gold tower accents with the brands warm, friendly color palette and messaging about the brands Bold Texas Flavor. The “Jal” icon, a core symbol of Churchs Texas Chickens unique identity and character may be found stenciled on the wood fascia.
Once inside, large murals with signature icons reflect essential elements of Texas like the jalapeno pepper for “Bold,” a lone star representing “ Texas ,” and, of course, a chicken for “Flavor.” All the icons generate a lot of interest among consumers who agree these are authentic expressions of the brand.
A simple, wood panel with the new logo and the brand purpose lets guests know in a straightforward way what they can expect from the brand – The Flavorful Legendary Taste of Texas.
Some restaurants that have the space have a giant gold star on the ceiling, which serves as both as a lighting feature and a statement that this is the place to be for bold, legendary flavor. A variety of seating options include wood tabletops, chairs, benches, and stools with more brightly colored surfaces and walls throughout.
Bright and colorful food quality murals turn up the volume even more on the uncompromising dedication given to hand-made, slow-marinated, bold and flavorful food that customers have come to love and crave. A large wall mural, called the heritage mural, and cactus shelves reveal the roots of the brands authentic Texas spirit and origins. Other Texas cues with a twist are new uniforms and new packaging designs launching in in 2020.
Fueled by a mission to “Create the Crave for the Authentically Unique Flavor of Texas ,” the re-launch of Churchs Texas Chicken has a compelling brand mission and story that connects with guests on multiple levels. Its real without being boring, simple without being basic, and familiar but always a bit surprising. That goes for hand-crafted meals that remind people of simpler times as well as for Churchs Texas Chicken team members who value tradition and fresh, flavorful food.
Five new Churchs Texas Chicken restaurants are scheduled to open in Canada this year with plans in motion to open more restaurants in 2020 and beyond. Guests eager to experience the flavorful, legendary taste of Texas for themselves may visit the upcoming Churchs Texas Chicken at the following addresses:
- 1549 Dundas St. E | Whitby, ON L1N 2K6
- 2510 Eglinton Ave East | Scarborough, ON M1K 2R5
- 127 St NW | Edmonton, Alberta T6V 0C5
- Brampton Corners, Quarry Edge Drive | Brampton, ON L6V 4K2
- Shoppers World, 3003 Danforth Ave | East York, ON M4C 1M9
“This is an exciting time for Churchs Texas Chicken as we roll out our new global brand positioning. Were bringing the flavorful, legendary taste of Texas to the GTA, Edmonton and other cities in Canada and other markets across the Americas and the rest of the world,” said Tony Moralejo , Executive Vice President of International for the brand. “From elements like our storytelling icons, to the design of the restaurants themselves, everything now points back to the heart of the Churchs Texas Chicken experience – authentic traditions, bold tastes, and straightforward, consistently great food.”
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