Burger King® Evolves Visual Brand Identity Marking the First Complete Rebrand in Over 20 Years
January 07 2021 - 7:02AM
Business Wire
New Modernized Branding and Logo Signals the
Brands Evolution in Food Quality, Sustainability and Digital
Since 1954, Burger King® has encouraged its guests to Have it
Your Way® and confidently celebrate self-expression. Today, the
brand is making a leap forward by introducing a completely new
visual design that will be present throughout all touchpoints of
the guest experience. Inspired by real and delicious food, the more
modern look marks the first complete rebrand in over 20 years and
will more authentically represent Burger King values. 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.
This press release features multimedia. View
the full release here:
https://www.businesswire.com/news/home/20210107005111/en/
(Graphic: Business Wire)
Today, more than ever, Burger King strives to ensure guests feel
good about its food, and this is reflected throughout the visual
design, restaurant design and across the entire digital experience.
The brand will be rolling out a new brand logo, packaging,
restaurant merchandise, menu boards, crew uniforms, restaurant
signage and décor, social media and digital and marketing assets.
The result is a new look that indicates confidence in the future,
while remaining true heritage and what guests love about BK®.
Preview Burger King’s new visual identity here:
https://youtu.be/OBTn6ttQje0
Dialing up taste and quality through design, every design
element was intentionally reimagined to better reflect the new
Burger King food journey. The design principles capture the unique
characteristics of the Burger King brand: Mouthwatering, Big &
Bold, Playfully Irreverent and Proudly True.
Logo. Confidently, what BK is all
about - real, simple and delicious food. Since launching the
current logo in 1999, the industry has transitioned to a more
modern, digital-friendly design language. 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.
Color: Selected colors are
unapologetically rich and bold, inspired by the iconic Burger King
flame grilling process and fresh ingredients. The new photography
is hyper textured and dials up the sensorial aspect of the
food.
Font. 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.
Uniforms. New crew member uniforms
reflect flame grill masters, mixing contemporary and comfortable
style with distinctive colors and graphics. Real crew members are
featured in new BK advertising.
Packaging. New packaging showcases the
new logo very proudly as well as bold colors and playful
illustrations of ingredients.
“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. Over the next few years, Burger King aims to
implement this new design at restaurant locations across the world.
For additional information, visit www.BK.com.
About BURGER KING®: Founded in 1954, the Burger
King brand is the second largest fast food hamburger chain in the
world. The original Home of The Whopper®, the Burger King system
operates more than 18,800 locations in more than 100 countries and
U.S. territories. Almost 100 percent of Burger King restaurants are
owned and operated by independent franchisees, many of them
family-owned operations that have been in business for decades. To
learn more about the Burger King brand, please visit the Burger
King brand website at www.bk.com or follow us on Facebook, Twitter
and Instagram.
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version on businesswire.com: https://www.businesswire.com/news/home/20210107005111/en/
ALISON BROD MARKETING + COMMUNICATIONS Adrianna Lauricella
BK@abmc-us.com
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