Burger King unveils first rebrand in more than 20 years | Marketing

Burger King Rolls Out a Refreshingly Familiar New Look

It was said that new designs were made to reflect the improvements in Burger King's brand, including the elimination of preservatives in the food items it serves.

For the rebrand, Burger King removed the blue from the logo because "there's no blue food", Global Chief Marketing Officer Fernando Machado told Insider.

"We were inspired by the brand's original logo and how it has grown to have an iconic place in culture".

The more modern look must "bring out the values of Burger King in a more authentic way", says a press release.

Headshot of Heide Palermo
By Heide Palermo 1 day ago

The branding will be extended to Burger King's food packaging, employee uniforms and signage. "It looks a little bit squishy and delicious so you can nearly taste the typeface". Since launching the current logo in 1999, the industry has transitioned to a more modern, digital-friendly design language.

Miami-based Burger King thinks the way to remake its image visually is to revisit the year man walked on the moon and musicians played Woodstock.

Burger King's pledge for a cleaner menu is reflected in the restaurant's d├ęcor, which boasts a commitment to flame-grilled burgers across its walls. The font is inspired by the shapes of BK food - rounded, bold, yummy - and brand's irreverent personality.

The new identity package also includes a set of playful illustrations by Spanish duo Cachete Jack, which gives the company a new way to brand everything from digital ads, social media visuals, and even the paper that goes on top of your tray when in a restaurant. Real crew members are featured in new BKadvertising. "We wanted to use design to get people to crave our food; its flame-grilling perfection and above all, its taste". Burger King will continue to be transparent about its ingredients by printing the Whopper recipe on its packaging. Like McDonald's, Chipotle, and other fast-food chains, Burger King spent 2020 improving the app and drive-thru experience as more orders come digitally because of the pandemic. Nearly 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.


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