KFC and McDonalds are the most famous fast-food restaurants all over the world in which every person had eaten at least once. But it is doubtful whether anyone has ever thought about what makes them go to eat there. Probably, it is the logo that influence people.

It is not the advertising, but logo that helps mostly to recognize the fast food chain. Kentucky Fried Chicken was established by Colonel Harland Sanders in 1952. It is him who one can see on the logo already for 50 years. There were five changes of the KFC’s logo during half of the decade. The last logo that was appeared in year 2006 can be voted as the best among previous four.

Sanders looks even friendlier and younger. His whit suit was changed for red cook’s apron, the colours are bolder and the background is red that matches with Colonel’s rep apron. It is interesting to mention that the logo has its own symbolism. It symbolizes the “home-style culinary heritage” of the brand and remind customers that KFC chicken is prepared by hand, just like Colonel Sanders prepared it 50 years ago. Graham Allan, president of Yum’s international restaurant division, said many people don’t realize that Sanders existed and started the company on his own. Considering the fact that now Sanders is in an apron Gregg Dedrick, president of KFC’s U.S. division says: “This change gives us a chance not only to make sure we stay relevant but also communicates to customers the realness of Colonel Sanders and the fact that he was a chef.”

As one can see the main colour of KFC logo is red – it appears both as on the font of the logo and on the Sanders’s apron. It is well known that red color evokes hunger, that is one of the main reasons why one chooses KFC as the place to satisfy hunger.

As for McDonald’s the interesting fact about their logo is that the first one that appeared on the restaurant established in 1937, in Southern California didn’t have any connection with well-known arches. It had more likely the idea of KFC’s logo – the chef character named “Speedy” was portrayed on it. And only in the year 1953 the arches were introduced.

Since then not many changes appeared on the Mcdonald’s logo presenting – two yellow arches with the red font were usual for more than fifty years. In 2007 Tired of being held up as an example of corporate evil and greed, the fast food chain has been hitting out at critics with a series of environmental and social initiatives designed to prove that it cares and decided to change habitual red font for the green one. Many people did not like this change sayin that now McDonald's looks better, but still the food is junk. But despite this after McDonald’s goes greener, the sales in Europe and US raise dramatically.

Space doesn’t need fast food, people do

 It can be said that KFC positioned itself as fast-food for everyone, friendly for business people and for young generation. In 2006 KFC launched Global ReImage as it appears as it appears Astronomical 87,500 Square-Foot the now-acting KFC’s logo in Area 51, in Nevada which is seen from the universe.

The question stands what was the point of such sort of advertising campaign, if usual customers will not ever see it or eve know about it. It can be assumed that maybe KFC wanted to have customers among aliens, because it is evident that such campaign will not probably increase the amount of customers among people who don’t fly to the universe every day.

In contrast to KFC, McDonald’s works hard for the target audience. During all years McDonalds added tiny details to the logo to communicate with different social classes and nationalities. The variant of ‘M’ where the edges are sharper focuses on a more solid, business-like and corporate character.

The arches that are wider, have the brighter yellow colour and the imitation of drawing are all elements express all the elements that contribute to the attempted young spirited vision. Also wide arches used in case when advertising of McDonald’s stands on the road as a street/road sign, so that the driver could see it easier. Moreover the colour is also ‘pays attention” to the audience, this colour symbolizes warmth and happiness.

McDonald’s tries to please the eyes of customers from different countries. For example, the ‘M’ has a maple leaf in the middle and the slogan “I’m lovin’ it” is translated in Canadian French.

In German variant the arches are more sharp probably because of Germans’ orientation towards professionalism, stability and perfectionism.

Since the establishment every restaurant tried to adapt to the particularities and cultural differences across the world and now following the society and market trends the logo got its green font.

 “Historic values” can’t be the main values in the market business

McDonald’s was always working and still works for target audience and market trends. In contrast KFC is more passionate about the history, or to be more exactly the ‘father’ of the chain, so that they show Colonel Sanders even to universe, but this strategy will never raise their sales. By-turn, McDonald's is the world's first food and beverage brands, more than 120 countries around the world more than 30,000 branches worldwide. According to the annual report of the year 2010 the average number of customers served every day McDonald's is 64 million, that twice bigger compared to KFC. Maybe if KFC begin to think more about target audience and pay less attention to keeping ‘family values’ it could have become as desirable as McDonalds?