This is a brand identity fit for a king.
Burger King is getting a refreshed yet nostalgic new logo.
The fast-food chain has unveiled plans for a new brand identity. The retro-inspired revamp would extend to the restaurant's food packaging, logo, uniforms, and signage at physical locations, CNN reported.
In a press release, Burger King said that the new “minimalist logo seamlessly meets the brand evolution of the times.” The new look pays tribute to Burger King’s 64-year-old history, inspired by the chain's logo used from 1969 to 1999.
The new logo draws on “rich and bold” colors and utilizes a font called “Flame.” Burger King said the shapes of its food inspire the font because it’s “rounded, bold and yummy.”
Employees will wear clothing that will mix “contemporary and comfortable style with distinctive colors and graphics.”
Its new packaging highlights the logo update, including “playful illustrations of ingredients” and adjectives that describe the food, like “crispy” and “tasty.”
“Given the current state of the world, the new identity feels warm and familiar,” Douglas Sellers, executive creative director at global branding firm Siegel+Gale said. He added that the redesigned logo is “instantly recognizable anywhere in the world” and that the colors “evokes joy and warmth harkening back to their heritage.”
Burger King fans will be able to enjoy the new brand identity and save money while they shop for their favorite fast food chain items.
The chain recently announced that it's rolling out a dollar menu called the $1 Your Way menu. The menu will feature a bacon cheeseburger, a chicken jr. sandwich, fries, and a soft drink.