Burger King has carried out an important rebranding on all elements of its visual brand design-this is a master class on how to provide a design-first transformation for the digital age. Like many recent redesigns, BK joined the graphic design party, but unlike some other brands, BK launched it in a celebratory, personalized way we like.
The novel and bold elements focus on copying the shape of the BK menu, making the atmosphere full of retro atmosphere. It includes a swirling new font, as well as a custom color palette, reminiscent of Psychedelia in 1970, and is based on the original 1969 version (a contender for the best logo ever) and the latest 1999 version. Combined, the logo has been greatly improved. .
The rebranding of the agent Jones Knowles Ritchie is a major reform and there are no stones left over. There are new packaging, menu design, merchandise, decor, social media, and all the real things.
The new logo (iterative function with genius monograms, see above) feels familiar because it is very similar to the 1969 logo. The name of Burger King was once again simply sandwiched between the two halves of the burger bun, and the blue shadow was nowhere to be found. But it also feels fresh, depending on the juicy new font, which is as full and squid as the burger you want.
This is exactly what Burger King wants to achieve. This is what Raphael Abreu, the restaurant brand’s international design director, said in a statement: “We want to use design to make people crave our food; its perfect barbecue effect and most importantly ,taste”.
This font is called “Flame” (seen in situ on the burger packaging), and it is inspired by the shape of the food – “round, bold, and delicious”. According to Abreu, it is a kind of “make people think Font to be eaten”. Bite it”. We totally agree.
The bold color palette features “flaming red”, “flaming” orange, and “barbecue brown” and is designed to evoke fun and freshness-transforming the feeling of fast food from unreal and bland to vibrant and hoarse. The illustration (see above) aims to do this, depicting people enjoying food as they hula hoop onion rings around their fingers, turn cucumbers into binoculars and cover them with ice cream.
The flat design is done in a way that many large companies have not seen before, and the blocky colors and bold shapes work perfectly on both digital platforms and physics. The design community has welcomed this approach with open arms, and social media is flooded with completely positive responses. After recently expressed concerns on Twitter about the destruction of logo design art in 2020, it felt like a collective sigh of relief.
Design has always been the primary consideration here, and this is a victory – we just hope that other companies will start to take notice of this in order to reverse the problem of brand “fading”. Want to know more? Check out our post to further discuss whether the brand has become boring.