Keith wanted me to take a minute to present the new logo which has just been revealed on Facebook, with an explanation for the rebrand. Here is the logo:



Explanation:

I've been working with Keith on the stories and bios for the KFC line for a couple of years now, recently Keith has asked me to help out with a public face for the company and someone who can explain things in (hopefully good) English without a language barrier to confuse matters. I will attempt to do my best to help out with answers where and when I can.

One of the first things Keith asked me to help with was with the re-branding of KFC. I argued that people would think he was trying to "pull a fast one", by changing the name, as some bad feedback and a sliding reputation had potential affected the KFC brand and it could look like a cowardly choice. A decision was made that any rebranding needed to be PUBLIC so as to dismiss any bad feeling or word of mouth that might arise from the decision. At all times the decision has been in the public eye, as both iterations KFC / KTC stand by their name and product as they attempt to move forward.

After much deliberation and many, many alternative choices being looked at, Keith settled on Toys Xpress, and this was announced at Auto Assembly 2014. Unfortunately, a google search had not been carried out for this name and the name Toys Xpress was also taken, not to mention that the name (and logos) failed to resonate in a positive manner with the fans. While some other feedback suggested they pack up and go home, all the feedback on Facebook suggested that they should keep with the tried and tested KFC brand,

This bought us back to our first question; that of re-branding. Originally, this was a decision Keith made as some retailers has given us feedback that the KFC name was a hard sell to fans because of a certain fried chicken company. While the initials may have bought Keiths Fantasy Club to the dance and captured peoples imagination with their logo early on in the companies history, it had now proven to be a point of contention as well as polluting internet search engine results.

Keith's Toy Club says what it is.

KTC make toys, not fantasies.
It is grammatically correct.
The logo is still recognisable as the company, showing they are not hiding from their past.
KTC and Keith's Toy Club provide better search engine results.

"We are trying to appease people who hate our old name and initials, the people who hated the Toys Xpress branding concept, and all the retailers who supported the company through some very trying times. We know that no matter what we do we cannot please all of the people all of the time, but we hope that this rebranding will go some way to addressing several concerns."

Ultimately though; take this away from the rebrand: KTC are attempting their very best to move forward, addressing fans concerns about QC, tolerances and materials as well as setting up a dedicated aftercare email hotline, which hopefully should not be needed moving forward especially with the aftercare established at the retailer / re-seller level.

I hope you join me in wishing KTC the best of luck in moving forward and growing their company, while providing a BETTER product for the fans. After all, without the fans, what is any 3P company?

 

What happened to this?

http://www.tfw2005.com/boards/trans...randing-toys-xpress-new-logo-fans-choice.html

 

Old news buddy.   KFC decided to mostly stick with their name, but instead drop the "fantasy" part, which one assumes is because of how licentious that name perhaps sounds to stateside buyers. No other reason I can think of. Personally I long got over the "fantasy club" thing and just enjoy their products.

 

No, what happened to the Toy Xpress name and logo?

I didn't read through that linked thread, but I didn't see anything mentioned about KTC during my skim.

 

Nice I like it.

 

I hope I've shed some light on the new name / similar logo, and explain why Toys Xpress were dropped.

Keith would like me to add that he would like to apologise to Toys Xpress in Santa Monica for any confusion that may have arisen from the attempted re-brand.

 

I like this minor rebrand much better.

 

Thanks. This explains it  

 

Still suggests they make Gundams though    

 

So if its no longer KFC, why keep the Gundam Colonel? KFC was a TERRIBLE name in the beginning.

 

My thoughts exactly. Maybe it should bear a portrait of "Keith" as The Colonel.

 

Because people are familiar with the branding and logo and a lot of people liked the old name, but this fixes search engine problems and chicken comparisons.

It was decided a minor rebrand to address these retailer issues was more important than a full rebrand that could confuse people or worse, be seen to be trying to change to avoid bad press.

Like they said, it won't please everyone, but it ticks the most boxes whilst hopefully avoiding more controversy.

 

you'd think they'd at least remove that gundam from the logo. i think they should show some random asian guy with sunglasses and bowtie...then people might think it is psy though. lol. seriously though....let's hope their products can speak for them. the reason they have an image problem is their products and bad CS/PR. that being said, what is goign to happen to xtransbots? haha

 

Sounds like they had a run in with the colonel and the colonel had issues. Either way I wish them the best of luck.

 

This is a much better solution than what was originally decided. Best of luck

 

Makes online searches easier. You can't search for KFC and not get chicken.

 

Well it's better than when WWF became WWE

 

Good god that was terrible.

 

Keith went up against the real cornel and proved who the real chicken is.