Burger King revealed it redesigned its brand to reflect improvements including preservative removal. The company is giving its logo, restaurants, and food packaging a makeover in the rebrand.
“We felt that updating our visual identity would help point out to our consumers that this is an evolving brand,” said Raphael Abreu, head of design at Restaurant Brands International.
After 20 years, Burger King’s renovation will be complete. The changes will include new menu boards, equipment uniforms, signage, venues, social media and digital materials.
The logo has a rounded typography that reflects the shape of its burgers and other menu items. The striking colors lean on brown, red and green tones. The colors are a nod to the food chain’s grilling process and its use of fresh ingredients, the company said.
Since the launch of the current logo in 1999, the industry has transitioned to a modern and technology-friendly design language.
The new minimalist logo adapts perfectly to the evolution of the brand. The logo pays homage to its legacy with a refined design that is safe, simple and fun. The selected colors are intense and bold, inspired by Burger King’s grilling process and fresh ingredients. The new photography has texture and connects with the sensory aspect of the food.
About Burger King
Founded in 1954, the Burger King brand is the second largest fast food hamburger chain in the world. The original Home of The Whopper®, the Burger King® system operates more than 18,800 locations in more than 100 countries and U.S. territories. Almost 100 percent of Burger King® restaurants are owned and operated by independent franchisees, many of them family-owned operations that have been in business for decades. To learn more about the Burger King® brand, please visit the Burger King® brand website at www.bk.com or follow us on Facebook, Twitter and Instagram.
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