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    Burger King Reboots the Brand for the First Time in 20 Years

    Burger King Reboots the Brand for the First Time in 20 Years

    The overhaul touches on every aspect of the brand.

    By Harold Henry - Jan 11, 2021

    Big changes are coming to Burger King. The restaurant behemoth has introduced a major rebrand for the first time in over 20 years, introducing a new color scheme, typeface, and logo.

    The announcement signals a commitment to digital-first expression. The chain has stated that the rebrand also aims to reflect recent improvements to taste and food quality, through the removal of colors, flavors, and preservatives from artificial sources from menu items, as well as a pledge to environmental sustainability.

    The full scope of the rebrand is visible in an upbeat animated short film that the brand also released. The overhaul is massive; touching on almost every element of the brand’s identity. The typeface is groovy. The colors are muted. It’s all a bit of a throwback to 70’s vibes. The new logo is a play on the original one from 1969.

    The new brand logo will be rolled out alongside packaging, restaurant merchandise, menu boards, crew uniforms, restaurant signage and décor, social media and digital and marketing assets.

    According to a release from BK, the design principles aim to capture the unique characteristics of the 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.”

    Guests will start seeing the new visual identity at the beginning of 2021. Over the next few years, Burger King aims to implement this new design at restaurant locations across the world.

    Logo: Since launching the current logo in 1999, the industry has transitioned to a more modern, digital-friendly design language. The new minimalist logo aims to meet the brand evolution of the times and pays homage to the brand heritage and original 1969 logo.

    Image via Burger King

    Color: Selected colors are inspired by the Burger King flame grilling process and fresh ingredients. They are very 70’s.

    Image via Burger King

    Font: Burger King new proprietary brand font is called “Flame”. The font is inspired by the shapes of BK food – rounded and bold.

    Image via Burger King

    Uniforms: New crew member uniforms try to mix a contemporary and comfortable style with distinctive colors and graphics. Real crew members are featured in new BK advertising.

    Image via Burger King

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

    Image via Burger King

    “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.”

     

     

     

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