The result is a symbol far better aligned with the brand's image, visually combining mid-century flair with modern sensibilities. In this rebrand the blue is gone and the logo is stripped back to its most gloriously retro essence, aiming to create a “minimalist” icon that “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,” says a statement from the company. This added a slight serif to the type and put the word mark on a slant, making the buns subtly 3D and encasing the logo in a blue border. The first iteration of this logo first launched in 1969 and, with some minor tweaks, remained until 1999, when the existing logo was brought in. It also includes a new brand font called Flame, designed to mimic the shapes of Burger King food, as well as an updated colour palette, set of photographic assets, and redesigned uniforms and packaging. Said logo depicts its word mark in bubbly type between two buns, but the new version subtly tweaks the type, shape and colour. The new identity – designed by the in-house creative team together with JKR New York over two years – features a new logo, which in fact, returns to an old logo first used in the late 60s. UPDATE: This article has been added to, following a more in-depth interview with Raphael Abreu, global head of design for Restaurant Brands International, Burger King’s parent company.īurger King has unveiled its first complete rebrand in over 20 years, a revamp of its entire identity to make it more modern, digital-friendly, and in tune with the brand’s irreverent personality. It’s also worth noting that someone is missing from all of these materials: the wily, moderately unnerving giant-plastic-headed mascot. The new monogram is bold and brilliant, and I truly think it should be the new identity! It is much better than the logo I worked on with my beloved Sterling Brands.” “I’m afraid that a lot of the general public won’t understand the logo redesign quite a few people have written me and asked why Burger King went back to their old logo. “The ‘BK’ monogram is absolute genius, and I wish they had used that,” Millman says of the inset mark here, which can be briefly spotted in the video embedded below. So: What does one of the architects behind the former logo’s design think of the new one? PRINT editorial director Debbie Millman was president of Sterling Brands when the company took on the design challenge.
New packaging showcases the new logo very proudly as well as bold colors and playful illustrations of ingredients. Real crew members are featured in new BK advertising. New crew member uniforms reflect flame grill masters, mixing contemporary and comfortable style with distinctive colors and graphics. The Burger King new proprietary brand font is (appropriately) called “Flame.” The font is inspired by the shapes of BK food-rounded, bold, yummy-and brand’s irreverent personality. The new photography is hyper textured and dials up the sensorial aspect of the food.įont. 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.Ĭolor: Selected colors are unapologetically rich and bold, inspired by the iconic Burger King flame-grilling process and fresh ingredients. Since launching the current logo in 1999, the industry has transitioned to a more modern, digital-friendly design language.
Confidently, what BK is all about-real, simple and delicious food. “ The result is a new look that indicates confidence in the future, while remaining true heritage and what guests love about BK.” The rebrand, featuring work by Jones Knowles Ritchie, is comprehensive-there’s the logo. In the ongoing corporate quest to keep the crown, Burger King has rebranded, serving up its first alternate look in more than two decades, while offering a logo that throws it back to the versions that were in play in different form from 1969 to 1999.Īs the brand detailed in a release, “ 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.”