New Modernized Branding and Logo Signals the Brands Evolution in Food Quality, Sustainability and Digital
Guests across the Middle East will start seeing the new visual identity starting at the beginning of 2021
Dubai, UAE: Burger King® has announced the brand is making a leap forward by introducing a completely new visual design that will be present throughout all touchpoints of the guest experience.
Inspired by real and delicious food, 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, flavors and preservatives from artificial sources, as well as an ambitious pledge to environmental sustainability.
Today, more than ever, Burger King® strives to ensure guests feel good about its food, and this is reflected throughout the visual design, restaurant design and across the entire digital experience.
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. The result is a new look that indicates confidence in the future, while remaining true to the brand heritage and what guests love about Burger King®.
“Every design element was intentionally reimagined to better reflect the new Burger King® food journey,” said Mr Khaled Al Ghamdi VP Olayan Food Division. The new design principles perfectly capture the unique characteristics of the Burger King® brand and we are now looking forward to introducing the new visual identity to our valued guests right across the Middle East.”
Logo. Boldly, what Burger King® is all about – real, simple and delicious food. Since launching the current logo in 1999, the industry has transitioned to a more modern, digital-friendly design language. The new minimalist logo seamlessly meets the brand evolution of the times and pays homage to the brand heritage with a refined design that’s confident, simple and fun.
Color. Selected colors are unapologetically rich and bold, inspired by the iconic Burger King flame grilling process and fresh ingredients. The new photography is hyper-textured and dials up the sensorial aspect of the food.
Font. Burger King® new proprietary brand font is (appropriately) called “Flame”. The font is inspired by the shapes of Burger King® food – rounded, bold, yummy – and the brand’s irreverent personality.
Uniforms. New crew member uniforms reflect flame grill masters, mixing contemporary and comfortable style with distinctive colors and graphics. Real crew members are featured in new Burger King® advertising.
Packaging. New packaging showcases the new logo very proudly as well as bold colors and playful illustrations of ingredients.
“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,” said 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.
About BURGER KING®:
Founded in 1954, the Burger King brand is the second largest fast food hamburger chain in the world. The original Home Of The Whopper®, the Burger King system operates more than 18,200 locations in more than 100 countries and U.S. territories. Almost 100 percent of Burger King restaurants are owned and operated by independent franchisees, many of them family-owned operations that have been in business for decades.
About Restaurant Brands International Inc.:
Restaurant Brands International Inc. (“RBI”) is one of the world’s largest quick service restaurant companies with more than $33 billion in system-wide sales and over 26,000 restaurants in more than 100 countries and U.S. territories. RBI owns three of the world’s most prominent and iconic quick service restaurant brands – TIM HORTONS®, BURGER KING®, and POPEYES®. These independently operated brands have been serving their respective guests, franchisees and communities for over 45 years.