The Burger King logo then and now.
PHOTO BY SUPPLIED
DUBAI – Burger King is starting 2021 with a new, modernized branding and logo that will be seen in the Middle East soon.
The more modern look marks Burger King’s first complete rebrand in over 20 years.
The fast food chain said it “signals a commitment to digital-first expression and recent improvements to taste and food quality standards, the removal of colors, flavors and preservatives from artificial sources, as well as an ambitious pledge to environmental sustainability”.
The brand will be rolling out a new brand logo, packaging, restaurant merchandise, menu boards, crew uniforms, restaurant signage and decor, social media and digital and marketing assets.
“Every design element was intentionally reimagined to better reflect the new Burger King food journey,” said Khaled Al Ghamdi, VP of Olayan Food Division.
Logo. Since launching the current logo in 1999, the industry has transitioned to a more modern, digital-friendly design language. 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.
Colour. Selected colours are rich and bold, inspired by the iconic Burger King flame grilling process and fresh ingredients. The new photography is hyper-textured and dials up the sensorial aspect of the food.
Font. Burger King new proprietary brand font is called “Flame”. The font is inspired by the shapes of Burger King food – rounded, bold, yummy – and the brand’s irreverent personality.
Uniforms. New crew member uniforms reflect flame grill masters, mixing contemporary and comfortable style with distinctive colors and graphics. Real crew members are featured in new Burger King advertising.
Packaging. New packaging showcases the new logo very proudly as well as bold colors and playful illustrations of ingredients.
Over the next few years, Burger King aims to implement its new design at restaurant locations across the world. ICA/Expat Media
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