Burger King Does its First Complete Rebrand in Over 20 Years

Since 1954, Burger King has grown to be one of the world’s most well-known food brands, famously known for encouraging its customers to has “Have it Your Way.”

Now, for the first time in over 20 years the brand is launching a completely new visual design, which it describes as being a look and feel that more “authentically represent Burger King values.” 

The announcement, says Burger King, signals a commitment to digital-first expression and recent improvements to taste and food quality, through the removal of colors, flavors, and preservatives from artificial sources across its menu items, as well as an ambitious pledge to environmental sustainability.

Guests will soon start seeing the new visual identity and over the next few years, Burger King aims to implement this new design at restaurant locations around the world. 

According to the brand, The design principles capture the unique characteristics of the Burger King brand: Mouthwatering, Big & Bold, Playfully Irreverent, and Proudly True.

“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.”

Highlights of the Burger King Rebrand

Logo. Confidently, what BK is all about – real, simple and delicious food. Since launching the current logo in 1999, the industry has transitioned to a more modern, digital-friendly design language. The new minimalist logo seamlessly meets the brand evolution of the times and pays homage to the brand heritage with a refined design that’s confident, simple and fun.

Color: Selected colors are unapologetically rich and bold, inspired by the iconic Burger King flame grilling process and fresh ingredients. The new photography is hyper textured and dials up the sensorial aspect of the food.

Font. Burger King new proprietary brand font is called “Flame”. The font is inspired by the shapes of BK food – rounded, bold, yummy – and brand’s irreverent personality.

Uniforms. New crew member uniforms reflect flame grill masters, mixing contemporary and comfortable style with distinctive colors and graphics. Real crew members are featured in new BK advertising.

 

Packaging. New packaging showcases the new logo very proudly as well as bold colors and playful illustrations of ingredients.

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