Burger King's First Rebrand in over 20 Years

Jan. 08, 2021

A new year with new challenges, this is a case for Burger King. Until recently The Company, being committed to sustainability, eliminated expanded polystyrene (EPS) foam from all their packaging worldwide.

Now Burger King appeared with a completely new look. The chain introduced its first rebrand in over 20 years, an effort that includes everything from a new logo and merchandize to decor and menu boards.

The visual plays on the chain’s legacy, with a throwback logo and colors and frequent reminders that the brand has been “Flame Grilling Since 1954.” The elements are reminders of the 1980s burger wars yet appeal to younger consumers.

At this moment, the rebrand is progressing in the U.S. system, but will make its way into the global system during the next few years.

By showing some of the design elements from a newly remodeled restaurant in Miami, which include modern elements–including a catchy Whopper design suspended from the ceiling, bar stool seating and an open kitchen.

Burger King President Chris Finazzo said:

“The launch of this entirely new visual identify represents who we are. It captures the brand, especially in the moment we are in now and, more importantly; it’s a symbol of what we want this to stand for. Things are changing at Burger King. It’s an exciting time and we want to symbolize to the guest that they will be able to get a better experience,”  

 

The company notes that every design detail was purposely reimagined to better reflect “the new Burger King Food journey,” with a minimalist logo, rich and bold colors, a new proprietary font called “Flame,” new uniforms that mix a contemporary style with comfort and packaging illustrating ingredients.