Round Up logo design redesign for Taco Bell's Round Up program. Developed in 2022 in collaboration with the In-House Taco Bell Design & Creative Team.
About Round Up: Since 2019, customers and fans of the brand have the opportunity to donate to the Taco Bell Foundation all year long by “rounding up” their order total to the nearest dollar at the front counter, kiosk, at the drive-thru, and on the web and mobile app. The Round Up program has been used internationally and proceeds help fund various Taco Bell Foundation initiatives across the nation through Community Grants and programming like the Live Más Scholarship for consumers. Since its start, the Round Up program has raised more than $150 million for students nationwide in the US. "Small change makes HUGE change in your local communities."
Taco Bell Foundation's Round Up Logo before & after
With exponential success and evolving prominence in QSR culture, the Round Up program eventually transitioned from a seasonal opportunity to a year-long opporunity for Taco Bell costumers. Brand leaders and creatives at the business agreed it was time for a refresh.
The refreshed logo introduces a new letterform with a slight tilt and incorporates hand-drawn markings and symbols, adding a human touch to its design. These subtle yet impactful changes enhance the logo’s distinct character, making it even more recognizable, memorable and impactful.
Various treatments of the logo wordmark during creative exploration.
The Round Up logo continues to be utilized in many media platforms and marketing assets for Taco Bell Foundation such as Taco Bell restaurants, store signage, digital kiosks/menus, digital assets for email/ecommerce spaces, social media marketing and other brand collateral.
One of many web/digital assets created to promote the Round Up program.
Round Up Logo on visual assets in public spaces.
Visit TacoBellFoundation.org to learn more.
