Taco Bell recently unveiled its new logo -- a stripped-down, more streamlined version of its existing symbol -- consisting of a purple bell and black letters -- what appears to be a variant of the Gotham typeface.

You might say the new emblem seems a less fun, less colorful version of its former one, but as reported in Ad Age, it's intended to allow "for more customization with color, patterns and textures The new look will hit digital assets first, followed by restaurants and packaging over time."

It's the first update to the logo in more than 20 years, and was created out of creative consultancy Lippincott and TBD, Taco Bell's internal design group. It coincides with the opening of Taco Bell's first flagship store on the Las Vegas Strip.

Read the full story on Adage.com.