Brinker International, Inc. (NYSE: EAT) is a Dallas-based casual dining restaurant company and the parent of Chili’s Grill & Bar and Maggiano’s Little Italy. Founded by Norman Brinker, the company owns, operates or franchises more than 1,600 restaurants in 29 countries and two U.S. territories.[1]
Design and History
The company’s corporate identity is known as the “8 Flames” logo. According to Brinker’s own 2003 annual report, the design was “inspired to help provide visual imagery for our values and our passion for the business.”[2] The logo was in use by the early 2000s, with the company’s 2002 annual report referencing “signage featuring our new logo” as part of a broader refresh of restaurant interiors and décor.[3]
The company’s history traces back to 1975, when Larry Levine opened the first Chili’s Grill & Bar in Dallas, Texas. Norman Brinker took over the Chili’s chain in 1983, and the company was later renamed Brinker International, Inc.[4]
Meaning and Symbolism
Brinker’s corporate mission statement explicitly describes the meaning of the eight flames depicted in the logo. The company states: “We also look at the eight golden flames depicted in our logo, and are reminded of the fire that ignites our mission and makes up the heart and soul of this incredible company. These flames are: Customers, Food, Team, Concepts, Culture, Partners, Community and Shareholders.”[5]
An earlier version of the company’s mission statement referenced “the three stars of the Brinker logo” as a reminder of basic goals, indicating that the corporate mark has evolved over time from a star-based design to the flame-based emblem.[5]
Typography and Design
Brand asset databases list the primary brand color for Brinker as orange, with the hex code #FF5218.[6] A Canadian trademark registration for a Brinker logo mark, filed in 1989 and used for restaurant services, includes design classifications for flames, confirming the flame motif has been part of the company’s trademarked visual identity.[7]
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