US – World’s second largest fast food hamburger chain, Burger King has unveiled a new visual brand identity, marking the first complete rebrand in over 20 years.
Dialing up taste and quality through design, every design element in the new visual brand was intentionally reimagined to better reflect the new Burger King food journey.
The design principles according to Burger King, capture the unique characteristics of the Burger King brand: Mouthwatering, Big & Bold, Playfully Irreverent and Proudly True.
Commenting on the new logo, the fast food chain explains that its minimalist nature “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.”
In its new visual brand, Burger King introduced a new proprietary brand font that it (appropriately) called “Flame”.
“The font is inspired by the shapes of BK food – rounded, bold, yummy – and brand’s irreverent personality,” Burger King noted.
Burger King also introduced new crew member uniforms and a new packaging which “showcases the new logo very proudly as well as bold colors and playful illustrations of ingredients.”
Burger King said that inspired by real and delicious food, the more modern look will more authentically represent Burger King values.
The fast-food hamburger chain further noted that the completely new visual design will be present throughout all touchpoints of the guest experience.
Burger King’s new visual brand identity 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.
The company noted that the identity also better represented its ambitious pledge to environmental sustainability.
“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.”
Guests will start seeing the new visual identity starting at the beginning of 2021 and plans aims to implement this new design at restaurant locations across the world over the next few years.
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