Last November, McDonald's presented the new graphic design of its packaging line (read McDonald's is changing all its packaging ), its main competitor, Burger King, is also changing its visual communication. But the "Burger King" doesn't go with the back of the spoon: it announces that it is changing its entire graphic identity, including the most important element, the logo.
And the world's second largest fast food burger chain hadn't changed its logo since the last century. "The more modern look marks the first complete rebranding in over 20 years and will more authentically represent Burger King's values." indicates the American sign created in 1954. " We've made the brand less synthetic and artificial, and more real, desirable and tasty." explains Jones Knowles Ritchie, the creative agency that signed the redesign.
And for this, the studio has gone back in time: because if it's a brand new logo since 1999, it's strongly inspired by the two previous logos, which represented the brand between 1969 and 1999, namely the representation of a burger with the words Burger King between the two slices of bread.
The font used named Flame Sans was created especially for the "burger king". It should evoke the natural and organic form of food.
The colours, warmer than in the previous graphic identity, reflect the fresh ingredient printing and grilling of the sign, according to Jones Knowles Ritchie.
"Design is one of the most essential tools we have to communicate who we are and what we like, and it plays a key role in creating desire for our burgers and maximizing the customer experience, adds Raphael Abreu, international design manager at Restaurant Brands. "We wanted to use design to make people want our food: its perfect flame cooking and above all its taste."
This new visual identity will begin to be deployed as of now in 2021. And should be implemented worldwide in several years' time.
