The fast-food giant Burger King introduces its first-ever rebrand in over two decades. This is a major move of this renowned American brand towards its digital-first expression.
The previous logo was designed in the year 1999 and used until now. The new visual identity uses more flat design elements and has a minimal approach. It has been designed to cover all the prominent characteristics of the brand- mouthwatering, big and bold, playfully irreverent, and proudly true. The brand colors chosen signify Burger King’s flame grilling and are rich and bold in nature.
The latest visual design will be used in all of Burger King’s properties along with packaging, merchandise, menu boards, signage, decor, social media, and all digital marketing assets.
Raphael Abreu, the Restaurant Brands International Head of Design at Burger King has said, “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 maximizing guests’ experience. We wanted to use design to get people to crave our food; its flame-grilling perfection and above all, its taste.’
The rebranding of Burger King has been taken up by the agency Jones Knowles Ritchie. They mentioned in their statement, "We were inspired by the brand's original logo and how it has grown to have an iconic place in culture. The new logo pays homage to the brand's heritage with a refined design that's confident, simple, and fun."
Another recent development by Burger King was the improvement of food quality and taste by removing artificial flavors and colors from the items on its menu, taking a conscious step towards environmental sustainability.
The new visual identity is all set to roll out in Burger King’s over 13000 outlets across the globe. This should bring in more revenue and in-store sales for the burger giant in the coming months.
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