There is a variable version where we stretch and compress it and create expressive and impactful illustrations with it.”Ĭolours are “unapologetically rich and bold” drawn from the brand’s flame-grilling process and ingredients, and named accordingly, Abreu adds: “Fiery Red, Flaming Orange and BBQ Brown are part of our primary palette, which holds some equity and has been in the brand for a while. We are also very playful and bold in how we use the new font. Abreu adds in our interview that the team “wanted a font that would make people want to take a bite out of it. It's inspired by the shapes of the restaurant’s food, “rounded, bold, yummy,” continues the statement from BK, and aptly channels elements of the brand’s tone of voice.
The Flame brand font family was designed by Colophon Foundry with three variants: bold, regular and sans. We are extremely proud to be able to find in our own history the path forward to our brand.” The type was streamlined, rounded but still keeping some of our fun and friendly personality. We adjusted the bun shapes and proportions, making it closer to our burgers. “So we modernised a classic, making sure the new design was long-lasting, timeless. “We redesigned our logo intentionally inspired by our identities from 1969 to 1998, which were authentic, confident, simple, genuinely Burger King,” Raphael Abreu, global head of design for Restaurant Brands International, Burger King’s parent company, tells It's Nice That. 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.
"We love him the way he is, and he will continue to be weird," Machado said.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. The company's famously quirky plastic-faced mascot - The King - won't be going anywhere despite the rebranding. The rebranding, Burger King's first in over 20 years, includes a new logo with a rounded font that mirrors the shape of its burgers and other menu items.īold colors in shades of brown, red and green are a nod to Burger King's flame grilling process and its use of fresh ingredients, the company said.īurger King earlier this year announced it would remove all artificial colors and preservatives from its signature Whopper burgers as fast food chains are increasingly introducing healthier options to follow consumer tastes.
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"We felt that putting a wrap around all that with an upgrade of our visual identity would help signal to our consumers that this is a brand that's evolving." "We've been doing a lot in terms of food quality and experience," said Fernando Machado, global chief marketing officer of Restaurant Brands International, which owns Burger King. (Reuters) - Burger King has redesigned its brand including its logo, food packaging and restaurants in order to reflect improvements such as eliminating preservatives, the fast food chain announced on Thursday.
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