Burger King has changed its iconic logo for the first time in 24 years, unveiling a new design inspired by the image is used in the 60s when execs felt the brand ‘looked its best’.
The fast-food chain has undergone a total redesign that includes packaging, menus, and staff uniforms, Burger King execs revealed on Thursday – but it is undoubtedly the logo that will have the biggest impact, with images of the new design revealing its retro shape that is meant to better represent the shape of a burger.
Gone is the funky blue swoosh of old, and the shine details on the burger bun, to be replaced by a much more simple, minimalist offering.’Since launching the current logo in 1999, the industry has transitioned to a more modern, digital-friendly design language,’ a statement from the brand said of the new logo.
‘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.’ 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.
Bold 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. And that’s not the only detail that pays hom-age to the chain’s food. Even the font used in the new designs represents Burger King dishes, with the chain revealing that the aptly-named Flame text is meant to represent the shape and flavor of its food: ’rounded, bold, yummy’.Burger 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.
‘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.’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.’The company’s famously quirky plastic-faced mascot – The King – won’t be going anywhere despite the rebranding.
‘We love him the way he is, and he will continue to be we!rd,’ Machado said. The news of the redesign comes four months after the fast-food chain unveiled new ‘touchless’ restaurants in the wake of COVID-19, which feature a host of high-tech gadgets to make customers’ dining experience as contactless as possible.BK’s first new restaurants are set to open in Miami, Latin America, and the Caribbean this year, with a design focused on multiple ordering and delivery methods and a reduced phys!cal footprint.
The innovative eateries will have dedicated areas for curbside pickup, walk-up ordering, and drive-thru, as well as outdoor seating and food lockers where customers can retrieve their app-purchased meals straight from the kitchen.The chain said in a press release today that tech, operations, and food innovation teams all weighed in on the design, which was created by the Restaurant Brands International in-house design group.
Overall, the restaurants have a phys!cal footprint 60 percent smaller than a traditional Burger King and are outfitted with several new features intended to meet the demands of a changing world. While customers can still walk inside, order their food, and eat, there are quite a few options that allow customers to limit their contact with others and remain outdoor or in their vehicles. One highlight includes an outdoor-facing walk-up ordering window, where customers can order and pick up food without going inside.