Burger King gets a rebrand

February 6, 2021

It’s the first time in 20 years that the fast-food chain gets a visual overhaul.

Creative agency Jones Knowles Ritchie was commissioned to rebrand Burger King’s logo and brand identity. This is the first time in 20 years that the fast-food giant is changing up its look and feel. 

The rebrand, which encapsulates every element of their look and feel, is “mouthwatering, big and bold, playfully irreverent and proudly true”. One of the biggest changes is the one to their logo. Now, they have a flat, simplistic menu that ditches the traditional logo designed in the 99s. 

Even the food packaging has been rebranded to match the new brand feel. The names of the food items will be written in a custom font designed for Burger King called Flames Sans. 

“An irreverently bold typeface, Flame Sans evokes the natural, organic shapes of food,” said Jones Knowles Ritchie.

The colour palette Burger King uses in its branding has also been adapted. All the colours are slightly warmer, creating a homey and welcoming feel.

“Warmer colours bring vibrant, fresh ingredients and the brand’s trademark flame-grilling method to life in packaging, crew uniforms, and digital experiences.”

Burger King’s staff uniforms will also change to match the new identity. It will now have deep brown as the base colour. The new logo will be placed on it with trims from the colour palette. 

The group has said that it values the importance of visual communication to its customers and that change is sometimes good. They added that they hope the new branding will invite customers to their stores and make them feel valued.

Burger King will start rolling out its rebrand immediately and is aiming to overhaul all of its restaurants over the next few years.