Burger King reveals simplified logo as part of first rebrand in 20 years

[Celerity]

https://www.dezeen.com/2021/01/09/burger-king-logo-rebrand-jones-knowles-ritchie/



American fast-food restaurant Burger King has rebranded for the first time in 20 years with a revamped logo, packaging and uniforms designed by creative agency Jones Knowles Ritchie. Burger King has carried out a comprehensive rebrand to update all elements of its visual identity with a design that it describes as "mouthwatering, big and bold, playfully irreverent and proudly true". As part of this revamp the fast-food chain has ditched its previous logo, introduced in 1999, in favour of a flat design that is more aligned with the logo used by the brand throughout the 1970s, 80s and 90s.



The new logo replaces a design introduced in 1999

As with the pre-1999 designs, the simplified logo is more clearly two bun halves sandwiching the words Burger King. "We were inspired by the brand's original logo and how it has grown to have an iconic place in culture," explained Jones Knowles Ritchie. "The new logo pays homage to the brand's heritage with a refined design that's confident, simple and fun."



Alongside the new logo, Jones Knowles Ritchie has redesigned the brand's food packaging which will include the items' names written in a new custom typeface called Flame Sans. The overhaul includes redesigned uniforms for staff that will use a deep brown as their base colour. This will be paired with the new logo and trim in red, orange and white. Merchandising, menu boards, restaurant signage and marketing assets will also include the font and revised colour palette.





Burger King will start rolling out its rebrand immediately and is aiming to overhaul all of its restaurants over the next few years. The brand hopes that the redesign will help attract customers to its food. "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, head of design at Restaurant Brands International, which owns the Burger King brand. "We wanted to use design to get people to crave our food; its flame-grilling perfection and above all, its taste."

[mahatmakanejeeves]

2. The exterior of the building is great. The rest, um, let me think about it. NT

[underpants]

3. Melty Juicy

[louis-t]

4. Fine, now can they get rid of the creepy 'king'

in the commercials?

[El Supremo]

7. Yessss! n/m

[Celerity]

9. this one? (OLD school YT, from 15 years ago)

[AmyStrange]

17. OMG, YES!

-

Thank you for bringing that up.

The creepiest BK King commercial I ever saw (and that's saying a lot) was the one where a married couple woke up and found him in the middle of their bed selling breakfast items.

WTF was the PR department thinking!!
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[msongs]

5. now if they would make the crappy food you get look like the pictures (fraud) nt

[NightWatcher]

6. That "new" uniform looks a lot like what I wore back in 92

[rogue emissary]

8. Looks like retro 70's style in the color schemes.

[NNadir]

10. Now all they have to do is add food. n/t.

[procon]

11. Did they put the same effort into improving their food?

Last time I ordered 4 bacon cheese burgers and they were all different. There was no consistency at all. From varying amounts of the ingredients, even the number of bacon strips and cheese, it looked like they came from different stores.

[Sneederbunk]

12. Never believed I would live to see this.

[jmowreader]

13. It's very similar to the logo immediately before the current one

However, the bun in the new logo is quite a bit fluffier than the one in the original. It's like the old one is a Whammyburger and the new one the platonic ideal of a fast food burger.

[Celerity]

14. MEATliquor, London

platonic ideal of a fast food burger

https://meatliquor.com/

[jmowreader]

15. Two questions

1) This looks really good (except for the Dead Hippie thing; the sandwich looks fine, but I refuse to patronize any establishment that denigrates hippies); have you eaten here?

2) Have you tried Super Duper Burger in San Francisco? That place almost makes me want to forget the fact San Francisco is built on the side of a cliff.

[Celerity]

16. Yes, I have eaten at several MEATliquor locations, in Covent Garden, Marylebone, and Shoreditch.

I grew up in London. I have been to San Francisco once, on a road trip up the California coast whilst I reading for my MBA at UCLA, but did not eat any hamburgers there. We did eat at The French Laundry (bucket list resto) up in Napa Valley. Someday would love to go back as it now has completed a massive 4 year renovation.

[AmyStrange]

18. Now THAT'S a freakin' cheeseburger, and...

-

now I'm also in love!



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[miyazaki]

19. Seems a lot like the Naugles color scheme

[Generic Brad]

20. It sure looks like their pre-90's logo

It has a very 70’s vibe.