BK looks flatter, bolder and older than ever before. Yum. Burger King’s gone flat out with its new logo. The irony being that the new brandmark wouldn’t have looked out of place when the multi-national fast food chain first opened its doors way back in…
BK looks flatter, bolder and older than ever before. Yum.
Burger King’s gone flat out with its new logo. The irony being that the new brandmark wouldn’t have looked out of place when the multi-national fast food chain first opened its doors way back in 1953 (the tenth oldest fast food chain in the world). The major rebrand has been rolled out across all of its branding from staff uniforms to packaging, menus, social media – everything really; a complete overhaul.
Its brand new yet ‘retro’ look will undoubtedly split opinions. I really like it. It’s been 20 years since the creation of the renowned blue ‘swish’ logo. But you’d be forgiven for thinking that this simple, more ‘digital friendly’ design is the new guy and not the predecessor. And if you’re old enough (or if not simply just google it) to remember the 1969 branding, it’s clearly obvious that the agency Jones, Knowles, Ritchie have taken some inspiration from it.
Creativebloq.com are spot on in their recent review:
“it’s a masterclass in how to deliver a design-first makeover for the digital age. As with many redesigns of late, BK has joined the flat design party, but unlike some other brands, has pulled it off in a celebratory, personality filled way that we just love”.
So why now? Well, the logo represents BK’s recent improvements to taste and quality. It looks a lot less showy than the previous glitzy, livelier brandmark. And it affirms that Burger King have gone to great lengths over the past few years to remove artificial colouring, flavours, and preservatives. It’s a healthier looking design with a saturated pantone palette to match. It feels more wholesome and environmentally friendly.
The new rounded font fits perfectly within the design and sandwiched between the flatter, ‘flamin orange’ looking burger buns. The type is juicier and meatier than before – just the way you’d want your burger to taste. I’d go as far to say it’s more salivating than the old design. I actually want to taste the difference for myself. Especially if the burgers really are fresher and more wholesome than before.
Still sitting firmly behind McDonald’s, BK has had to settle for second place behind its fast food rival for decades, and by a considerable margin. Perhaps this simple, more inviting and transparent design will help bring it closer in revenue to its main competitor. After all, that’s the aim ain’t it?
The block colours and bold shapes of the new logo elevate it in so many ways – they work particularly well across digital platforms as well as outdoor and offline. All in all, the new Burger King gets the thumbs up from me. I may even pay them a visit later on. And I’m pretty sure millions of others will be thinking the same.
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