Burger King Rebrand: The Start of an Era
AUSLEEN ACOSTA | FEB. 26, 2021
What are the first things that you think of when you hear the words “Burger King?” Whether it’s memories about food poisoning, the impossible whopper, or their greasy food, it’s time to throw those thoughts out of the window because Burger King just went through their first complete rebrand in 20 YEARS!
American fast-food restaurant, Burger King, unveiled new logos, packaging, merchandise, menus, uniforms, and more! The master-minds behind this rebrand is a creative agency called Jones Knowles Ritchie, and they believe that “the new logo pays homage to the brand's heritage with a refined design that's confident, simple and fun... warmer colours bring vibrant, fresh ingredients and the brand’s trademark flame-grilling method to life in packaging, crew uniforms, and digital experiences."
There’s no denying that their rebrand is beautiful and aesthetically pleasing, but the meaning behind their designs is what makes this rebrand even more special. They simplified the original logo in order to enforce the idea that their food is “real, simple, and delicious”, their brand font was inspired by their “rounded, bold, and yummy” food, and their selected bold colors were inspired by their “flame-grilling process and fresh ingredients”. Their main focus was to use their design to get people to crave Burger King! They wanted to shift the customer’s perspective on fast food and capitalize on their fresh ingredients rather than the synthetic and artificial reputation that fast-food restaurants have.
I truly believe that Burger King’s redesign is absolutely brilliant and I hope that other fast-food restaurants follow in their footsteps. What do you think about their new visual identity? Let us know!
REFERENCES:
https://www.dezeen.com/2021/01/09/burger-king-logo-rebrand-jones-knowles-ritchie/
https://www.printmag.com/post/burger-king-rebrands-design-fit-for-a-king
