An analysis of Burger King's rebranding
This article broadly explains their new brand image on a global level
History
Burger King, also known as BK, is an American fast food establishment chain headquartered in Miami (Florida), founded by James McLamore and David Edgerton, present on an international scale and mainly specializing in burgers.
Purpose
This rebranding's purpose was to make the brand image feel less synthetic and artificial, more desirable.
In order to achieve this, they used close-up shots of the food, so the ingredients - like fresh produce and the grill marks - can be appreciated in detail. They also made changes to the brand's typography, illustration style and color palette.
In the lettering, thanks to the friendly curves and a less agressive style through less saturated colors, they created a more organic image that connects better with customers.
This change doesn't stop with the brand guidelines, it also includes the menu and its ingredients across the franchise - Meaning, they started replacing their artificial ingredients to be more sustainable.
Comparison with previous logos
Considering the brand's history, these changes greatly resemble previous iterations, but with differences in color and shape, compared to the previous logo all 3D effects and highly saturated colors are gone.
How did they do this? They removed the glimmer on the bread (widely used in the 90s), they scrapped the use of blue (which clearly resembles none of the burger's ingredients), and placed the "beef" horizontally insted of diagonally - All of this makes it feel more real and current.
Typography and monogram
The new logo's monogram version accurately portrays the main concept with great details, reflecting the redesign's vision but depicting the brand initials in a very direct yet creative way.
We can also appreciate the rebranding's color palette's 6 main colors: red, orange, dark brown, white, dark green and yellow - unsaturated and more similar to the ingredients used.
They typography used in packaging and ads is custom and called “Flame sans”. It's rounded and very youthful yet retro looking - to fit the look and feel the company is aiming for with this rebranding.
Packaging and uniforms
They've now gone minimalistic with applications, using illustrations depicting the ingredients and lettering to differenciate their products.
The staff uniforms use the new corporate palette, prioritizing the dark brown with vintage vibes, combined with white, green and other colors to make it visually fun and interesting.
Locations
Compared to the previous aesthetic, they've made their locations look more minimalistic, with more legible lettering.
Promotional video
