Since 1954, Burger King has encouraged its A Your Way guests to confidently celebrate self-expression. Today, the brand is taking a leap forward by introducing an entirely new visual design that will be present at every touchpoint of the guest experience.
Inspired by authentic and delicious food, the latest look marks the first complete makeover in more than 20 years and will more authentically represent Burger King’s values. The announcement signals a commitment to digital expression and recent improvements in food quality and taste standards, removal of artificial colors, flavors and preservatives, as well as an ambitious commitment to environmental sustainability.
Today, more than ever, Burger King strives to ensure that its guests feel good about their food, and this is reflected in the visual identity, restaurant design and the entire digital experience. The brand will launch a new logo, packaging, restaurant merchandise, menu boards, team uniforms, restaurant signage and décor, social media, and digital and marketing materials.
The result is a new identity that indicates confidence in the future, while preserving the true legacy and what guests love of Burger King.
Connecting flavor and quality through design, each element was intentionally reinvented to better reflect Burger King’s new food journey. The design principles capture the brand’s unique characteristics: appetizing, big and bold, playfully irreverent and proudly authentic.
For sure, what Burger King is all about – real, simple and delicious food. Since the launch of the current logo in 1999, the industry has transitioned to a more modern and digital-friendly design language. The new minimalist logo perfectly matches the evolution of the brand and pays tribute to its legacy with a refined design that is safe, simple and fun.
The selected colors are rich and bold, inspired by Burger King’s iconic grilling process and fresh ingredients. The new photograph has a lot of texture and connects with the sensory aspect of the food.
Burger King’s new proprietary typeface is (appropriately) called “Flama.” The font is inspired by the shapes of Burger King food (rounded, bold, delicious) and the irreverent personality of the brand.
The new team uniforms reflect the masters of the grid, blending contemporary and comfortable styling with distinctive colors and graphics. Some of the actual workers appear in the new Burger King ad.
The new packaging proudly displays the new logo, as well as bold colors and fun ingredient illustrations.
“Design is one of the most essential tools we have for communicating who we are and what we value, and it plays a critical role in creating desire for our food and maximizing the guest experience.. We wanted to use design to make people crave our food; its grilled perfection and, above all, its flavor”.
Raphael Abreu, Head of Design at Restaurant Brands International
Guests will begin to see the new visual identity in early 2021. Over the next several years, Burger King aims to implement this new design in restaurants around the world.