Chili's and Apple Signage Design: The Shape of Things to Come?

In some markets around the country, the chain restaurant Chili's has replaced their traditional signage to reflect their new brand identity. The existing logotype was comprised of the Chili's name and small iconic pepper in place of the apostrophe. As the example above shows, the new logo now emphasizes the pepper. I'm still adjusting to the new identity, and not convinced it works across all applications. On their website, it looks clunky and overbearing, which could be the fault of the site design rather than the logo. Surprisingly, where the new mark is most effective is on the freestanding signage that designates the roadside entrances. It's iconic approach is a contrast to the surrounding typographic signage, and it's visible and recognizable more quickly and from a greater distance. These benefits alone may have been worth the change.

Another company that took this approach is Apple. I had predicted to my students years ago that their logo was recognizable enough to stand on its own as signage, and the company appears to have reached that conclusion as well. To their credit, their storefront design also incorporated steel and glass in such a way that fully exposed the interiors to passes-by. Together with the logo, these elements attract attention and impart their brand attributes of innovation, creativity, and cool.

Both of these examples are only possible because of their respective brand equities. Apple only simplified their evolving identity, whereas Chili's refocused theirs. This minimalist approach to signage reminds me of some European cities where pharmacies, train stations, and information offices are almost always identified iconically. If one could imagine a main street or mall in the US where many stores are designated by symbols rather than words, it would certainly be an aesthetic improvement of those environments. In the case of the Apple and Chili's signage, the pictures are not only worth a thousand words, but they are more effective visual communications.

>home