Miami — Burger King® is introducing a completely new visual design that will be present throughout all touchpoints of the guest experience. Inspired by real and delicious food, the more modern look marks the first complete rebrand in over 20 years.
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 artificial sources from menu items, as well as an ambitious pledge to environmental sustainability. The brand will be rolling out a new brand logo, packaging, restaurant merchandise, menu boards, crew uniforms, restaurant signage and décor, social media and digital and marketing assets.
Preview Burger King’s new visual identity in this video: https://youtu.be/OBTn6ttQje0.
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.
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.
“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,” says Raphael Abreu, head of design with Restaurant Brands International. “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 starting at the beginning of 2021. Over the next few years, Burger King aims to implement this new design at restaurant locations across the world. For more information, visit www.BK.com.
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% of Burger King restaurants are owned and operated by independent franchisees, many of them family-owned operations that have been in business for decades.
SOURCE: Burger King®