Burger King Revamps Its Branding For The First Time In 20 Years
The fast-food giant Burger King has recently overhauled its branding for the first time since the 90s.
With a new look logo, packaging, and uniforms designed by Jones Knowles Ritchie. They are an independent creative brand agency with offices in London, New York, and Shanghai.
Burger King has revamped its existing brand identity to refresh all of its parts. They describe the design as "mouthwatering, big and 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 a desire for our food and maximising 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.”
The updated visual identity includes removing the previous logo, launched in the 90s, instead opting for a 2D design that resembles and acknowledges the logo used by the brand for thirty years in the 1970s, 80s, and 90s.
"We were inspired by the brand's original logo and how it has grown to have an iconic place in culture," explained Jones Knowles Ritchie. "The new logo pays homage to the brand's heritage with a refined design that's confident, simple, and fun."
Together with the updated logo, Jones Knowles Ritchie redesigned the brand's packaging which uses the Flame Sans custom font and describes what is inside.
"An irreverently bold typeface, Flame Sans evokes the natural, organic shapes of food," said JKR.
"Warmer colours bring vibrant, fresh ingredients and the brand’s trademark flame-grilling method to life in packaging, crew uniforms, and digital experiences."
Part of the designs included uniforms for staff, merchandise, signage and digital assets.
Burger King has already started to roll out the new branding with the hope to have it across all international restaurants in the next few years.
Burger King's main competitor McDonald's recently revamped its branding, which you can find in our article.
Images courtesy of the Burger King Corporation.