Landor, the agency behind this logo, claimed in a 2009 retrospective of their previous design work that the F and Y were purposefully “curved to resemble snack chips”[1]. This logo has been in use since 2010 as part of the Doritos Throwback packaging (save for 2011–2016 when it was not produced), and would later find use on the 2018 throwback Frito's and 2021 throwback Lay's packaging. Frito-Lay introduced a new corporate logo in February 1997. It was created by Landor Associates in San…
8
