Nando’s, the international dining chain famous for its Peri-Peri style flame-grilled chicken, and in over 21 countries with roughly 1,200 locations, has not only captured the taste buds of food enthusiasts worldwide but has also left a lasting impression through its distinct brand identity. The evolution of Nando’s logo reflects its growth from a single restaurant in Johannesburg, South Africa, in 1987 to a global franchise. This essay explores the history and evolution of Nando’s logo, marking the changes that have occurred over time and the influences behind these transformations.
Founding and Initial Branding
Nando’s was founded by Fernando Duarte and Robbie Brozin in 1987 after they were inspired by a Portuguese-Mozambican eatery for its unique Peri-Peri flavored chicken. The first restaurant opened in the suburb of Rosettenville in Johannesburg, South Africa. The initial branding sought to capture the essence of the restaurant’s Afro-Portuguese heritage, which would become a defining characteristic of Nando’s identity.
The Rooster Symbol
Central to Nando’s brand identity is the Rooster symbol, known as the Barcelos Rooster. It is deeply rooted in Portuguese culture and folklore, particularly the story of the “Old Cock of Barcelos” which tells of a dead rooster’s miraculous intervention in proving the innocence of a man wrongly accused of theft. This symbol was chosen for its representation of faith, justice, and good fortune, embodying the spirit and cultural narrative Nando’s wanted to project. The rooster is not just a logo but a statement of the restaurant’s cultural heritage and its connection to the rich history of Portugal and its former colonies.
Evolution of the Logo
The Early Years (1987-1990s)
The original Nando’s logo, introduced in 1987, was simple yet distinctive. It featured the Rooster symbol in a minimalistic form, alongside the Nando’s wordmark in a casual and inviting font. This initial design was aimed at highlighting the restaurant’s laid-back atmosphere while paying homage to its Afro-Portuguese roots. The color palette was dominated by earthy tones, reflecting the warmth and spice associated with its cuisine.
Expansion and Refinement (1990s-2000s)
As Nando’s expanded both domestically and internationally, there was a need to refine the brand to ensure consistency across its growing number of outlets. During this period, the logo underwent subtle modifications. The Rooster became more stylized, and the wordmark received a more polished look to reflect professionalism without losing its approachable charm. The color scheme was also brightened, incorporating more vibrant shades of red and yellow, which are now synonymous with the brand. This evolution mirrored the company’s growth and its desire to maintain a connection with its roots while appealing to a broader audience.
Modernization (2010s-Present)
The most recent update to the Nando’s logo demonstrates a move towards modernization while maintaining the essence of the brand’s identity. The Rooster symbol has been simplified and modernized, making it more adaptable and recognizable across various media platforms. The wordmark has also been refined, featuring a sleeker typeface that aligns with contemporary design trends. This iteration of the logo emphasizes clarity and versatility, reflecting Nando’s status as a modern global brand with a deep cultural heritage.
Influence and Branding Strategy
The evolution of Nando’s logo is indicative of the brand’s strategy to stay relevant and recognizable in the competitive food industry. By consistently updating its visual identity, Nando’s has managed to retain its unique brand essence while adapting to changing market trends and consumer preferences. The logo’s evolution is a testament to the brand’s commitment to its roots and its ability to evolve without losing its identity.
The strategic use of the Barcelos Rooster not only differentiates Nando’s from its competitors but also communicates its story and values. It serves as a cultural ambassador, inviting customers to experience the warmth, hospitality, and flavors of Afro-Portuguese cuisine. Furthermore, the logo’s adaptability has allowed Nando’s to maintain a cohesive brand image across diverse global markets, contributing to its international success.
Conclusion
The history and evolution of Nando’s logo encapsulate the brand’s journey from a local eatery to an international franchise. Through its adaptations, the logo has remained a symbol of the brand’s heritage, values, and commitment to quality. The Rooster symbol, central to Nando’s identity, bridges the past and present, serving as a constant reminder of the brand’s origins and its global aspirations. As Nando’s continues to expand and evolve, its logo will undoubtedly play a crucial role in its branding strategy, helping to maintain its unique position in the global dining landscape.