Burger King has announced a completely new visual design, which will be present throughout all touchpoints of the guest experience.
The more modern look marks the first complete rebrand in over 20 years and will more authentically represent Burger King values. Guests in the Middle East will start seeing the new visual identity starting at the beginning of 2021.
The announcement signals a commitment to digital-first expression and recent improvements to taste and food quality standards, the removal of colors, flavours 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,” says Khaled Al Ghamdi, VP at Olayan’s Food Division. The new design principles perfectly capture the unique characteristics of the Burger King brand and we’re now looking forward to introducing the new visual identity to our valued guests right across the Middle East.”
The new minimalist logo seamlessly meets the brand evolution of the times and pays homage to the brand heritage with a refined design. Burger King’s new proprietary brand font is (appropriately) called “Flame”.
“Design is one of the most essential tools we have for communicating who we are and what we value, and it plays a vital role in creating desire for our food and maximizing guests’ experience,” says Raphael Abreu, Restaurant Brands International Head of Design. “We wanted to use design to get people to crave our food; its flame-grilling perfection and above all, its taste.”
Over the next few years, Burger King aims to implement its new design at restaurant locations across the world.