Chipotle Mexican Grill, Inc., is an American chain of fast casual restaurants in the United States, United Kingdom, Canada, Germany, and France, specializing in bowls, tacos and Mission burritos that are made to order in front of the customer.
Its name derives from chipotle, the Nahuatl name for a smoked and dried jalapeño chili pepper.
- Founded: July 13, 1993
In the course of time, the company switched to a roundel logo with a pepper in the middle. The pepper was white, with several red strokes inside. It was placed in a red circle with a thin white outline. The emblem was encircled with the words “Chipotle Mexican Grille” in white on the black background.
The first medallion logo did not last long and was soon replaced by a new identity. Although it had the same structure as the previous one, it still had a completely new look.
While the company typically makes its advertising materials in house, the 2009 logo was developed by the San Francisco-based firm Sequence. The shape of the pepper is different. In contrast to the previous version, which looked as if it had shrunk a bit, the one designed by Sequence fits the circle better. The thickness of the white letters, the white circle, and the pepper outline is almost identical, which gives the logo a more professional feel.