Doritos Logo

Tags: chips | snacks

Doritos, the brand synonymous with bold and zesty flavored tortilla chips and snacks, has left an indelible mark on snacking since its 1964 inception, thanks to marketing executive Arch West at Frito-Lay. Recognized for its intense flavors, it diversified its product range with beloved options like Cool Ranch, Nacho Cheese, BBQ, Lemon, and more.

Meaning and History

Doritos Logo history

Doritos, born as a plain tortilla chip, underwent a significant transformation in the 1970s with the introduction of Nacho Cheese flavor, solidifying its place as a pantry essential and choice for gatherings.

Doritos’ branding evolved with its flavor offerings. Its iconic triangular chip shape is instantly recognizable, featuring dynamic graphics targeting young audiences, emphasizing excitement and boldness. Continuous innovation has propelled Doritos to prominence in the snacks industry.

What is Doritos?
Doritos is a renowned brand of flavored tortilla chips with various flavors, from spicy pepper to cheese and lemon. Emerging in the mid-’60s, it has gained global popularity.

1964 – 1968

Doritos Logo 1964

Doritos’ initial regional debut features burgundy lettering within alternating orange and yellow vertical rectangles, creating an illusion of movement.

1968 – 1973

Doritos Logo 1968

Orange rectangles are swapped with yellow, maintaining the original typeface.

1973 – 1979

Doritos Logo 1973

The lettering turned chocolate-colored, while rectangle colors neared gold, with slight asymmetry and “BRAND” underneath the “s.”

1979 – 1985

Doritos Logo 1979

Increased rectangle angles, unaligned with letters, reduced letter spacing, while colors became subdued.

1985 – 1994

Doritos Logo 1985

An expanded black lettering with a thin white outline replaced “BRAND.” Vibrant colors replaced the base, and the number of rectangles reduced to five.

1994 – 1999

Doritos Logo 1994

The “BRAND” returned under the “s,” outlines became yellow, a triangular background behind “D” and “o” emerged, and chaotic stripes added emphasis.

1999 – 2000

Doritos Logo 1999

The logo shows a bitten-off black rectangle, slanted white lettering with shortened serifs, and “CORN CHIPS” instead of “BRAND” in bright yellow.

2000 – 2005

Doritos Logo 2000

The uneven base is replaced by a black triangle framed by three stripes, emphasizing asymmetry.

2005 – 2013

Doritos Logo 2005

An unconventional logo featuring a streamlined sans-serif font and a fiery cardiogram-shaped line.

2013 – today

Doritos Logo

The iconic triangle returned with a red-orange frame punctuating the “o” letters. The jagged outline featured needle-like protrusions, both in black. The letters are entirely white with dark borders, red and black stripes.


Doritos Logo 2019

In 2019, a Generation Z-focused logo was introduced, featuring a black “LOGO GOES HERE” inscription slanted to the left across a red triangle with an empty center.


Doritos Symbol

Serif fonts were used in Doritos’ early history, transitioning to a streamlined, sans-serif style with bold and uniform strokes. The dot over the “i” became a triangle, and the “t” was shortened to follow its shape.


Doritos Emblem

The current logo uses contrasting colors, with white lettering, a black outline, delicate red lines, and a fiery gradient in the background triangle. These vibrant colors symbolize Doritos’ core ingredients – peppers and corn.