For First Time in More Than 20 Years, Burger King Has a New Look
For the first time in more than 20 years, Burger King is rebranding itself. We’re talking the whole enchilada — or the whole Whopper, in this case — as the rebrand will include a new logo, packaging, restaurant merchandise, menu boards, crew uniforms, restaurant signage and décor, social media and digital and marketing assets.
Burger King, which began in 1954, said the rebrand will more authentically represent its values. “The announcement signals a commitment to digital-first expression and recent improvements to taste and food quality, through the removal of colors, flavors and preservatives from menu items, as well as an ambitious pledge to environmental sustainability,” Miami-based Burger King said in a statement. “The result is a new look that indicates confidence in the future, while remaining true heritage.”
Burger King also says the design principles capture the characteristics of its brand: “mouthwatering, big and bold, playfully irreverent and proudly true.”
Burger King says its new logo is “minimalist” and pays homage to the brand heritage with a refined design that’s confident, simple and fun.
Selected colors in the redesign are “rich and bold, inspired by the iconic Burger King flame-grilling process and fresh ingredients, according to the chain, which is owned by Restaurant Brands International. Burger King said its new proprietary brand font is appropriately called “flame” and is inspired by the shapes of its food.
The chain said its new packaging showcases the new logo proudly as well as bold colors and playful illustrations of ingredients.
“Design is one of the most essential tools we have for communicating who we are and what we value, and it plays a vital role in creating desire for our food and maximizing guests’ experience,” said Raphael Abreu, Restaurant Brands International head of design. “We wanted to use design to get people to crave our food; its flame-grilling perfection and, above all, its taste.”
Guests will start seeing the new visual identity soon. Over the next few years, Burger King said it aims to implement the new design at restaurant locations across the world.