Business

Here’s what Burger King’s new logo looks like

Advertisement

Utilizing colours impressed by its “actual and scrumptious meals,” the quick meals chain unveiled Thursday a retro-influenced new identification that features a redesigned (but recognizable) brand and new meals packaging, worker uniforms and signage in its soon-to-be remodeled restaurants.
The centerpiece of the redesign is the brand, ditching the blue curve that is been in use since 1999. Burger King mentioned in a press launch that the brand new “minimalist brand seamlessly meets the model evolution of the instances.” It additionally pays tribute to model’s 64-year-old historical past, with the refreshed look emulating an outdated brand used from 1969 to 1999.

Clients will discover colours which might be “wealthy and daring” on its signage with a brand new, custom-made font referred to as “Flame.” The chain mentioned the font is impressed by the shapes of its meals as a result of it is “rounded, daring and yummy.”

Advertisement

The look will lengthen to its staff, who will put on clothes that mixes “modern and cozy model with distinctive colours and graphics.” Precise staff are featured in its new adverts and promotional photos.

Its redesigned packaging highlights the brand new brand, consists of “playful illustrations of components” and adjectives that describe the meals, like “crispy” and “tasty.” Notably, Burger King’s packaging comes just a few months after McDonald’s additionally revealed new wrappers and cups.
In September, Burger King launched new restaurant designs fit for the coronavirus era with triple drive-thrus, burger pickup lockers and takeout counters. The designs will likely be tweaked to spotlight the revamped visible identification.

Clients will start seeing a few of the new identification instantly in ads, signage and packaging. Nevertheless, the renovation of its almost 19,000 world eating places to replicate the brand new look will take a number of years.

Advertisement
The exterior of a redesigned restaurant. (Rendering)

“Given the present state of the world, the brand new identification feels heat and acquainted,” Douglas Sellers, government inventive director at world branding agency Siegel+Gale, which wasn’t concerned in Burger King’s redesign, advised CNN Enterprise. He added that redesigned brand is “immediately recognizable wherever on the planet” and that the colours “evokes pleasure and heat harkening again to their heritage.”

Maybe the contemporary design and familiarity may reignite diners’ curiosity in Burger King. Proprietor Restaurant Manufacturers Worldwide (QSR) mentioned the burger chain has been struggling during the pandemic. Within the three months that ended on September 30, gross sales at its eating places open at the least a 12 months fell 7%. In the meantime, gross sales at rivals McDonald’s (MCD) and Wendy’s (WEN) outpaced Burger King throughout the identical quarter.
One other a part of Burger King’s turnaround plan consists of including extra worth gadgets, which it did final month with the launch of a new $1 menu.

Advertisement
Advertisement

Related Articles

Back to top button