Burger King has unveiled a new brand identity, marking its first 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 company states this redesign will also touch restaurant merchandise, décor, signage and menu boards as well as external social and marketing assets.
The new minimalist logo marks a more screen-friendly evolution from its predecessor, which debuted in 1999, and debuts a new proprietary font called “Flame” intended to evoke the shapes and flavors of Burger King meal offerings. The revamped color palette, notably reflected throughout packaging, uniforms and social media mock-ups, are inspired by Burger King’s flame-grilling methods and commitment to fresh ingredients. New crew uniforms, modeled by real employees, take cues from the company’s emphasis on flame-grilling and aim to maximize functionality and comfort.
“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 the desire for our food and maximizing guests’ experience,” Raphael Abreu, Restaurant Brands International Head of Design, explained in a press release. “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.