The creators of the new logo for Burger King were inspired by, in their words, "real and delicious food."
For the first time in 20 years, the popular fast food restaurant chain has decided to update its corporate identity and introduced a new logo. The changes are global - they will also affect food packaging, employee uniforms, interior design of restaurants and outdoor signs.
In the logo, it was decided to abandon the blue line bordering it, which has been used since 1999. In a press release Burger King the new minimalist logo is said to “fit seamlessly with the evolution of the brand.” At the same time, a tribute to history is also paid, because the new is the well-forgotten old, since the new logo is based on an idea that was used between 1969 and 1999.
The signage will now use "rich and bold" colors with a new, custom-designed font called "Flame". The typeface is stated to have been inspired by the food served at the chain's restaurants because it is "round, bold and delicious". In a similar style, the uniform of employees, as well as food packaging, will be updated. It is noteworthy that the new package of Burger King appeared a few months after the network McDonald's also made a similar update.
The company's new identity is expected to provide visitors with a sense of "joy and warmth" that is so lacking in a world of hardships. The update is expected to play the most positive role in the recovery of the company, whose sales have fallen significantly as a result of the coronavirus pandemic.
The new style will already be used in all Burger King advertisements. But updating almost 19,000 restaurants around the world will take a lot of time.