In a LinkedIn post, global CMO of Restaurant Brands International, Fernando Machado, shared a text by JKR New York’s creative director Julie Rutigliano, who cheekily said that the brand had no idea what it was thinking in 1999, when it decided to refresh the retro logo in celebration of the upcoming millennium. MARKETING-INTERACTIVE has reached out to Burger King for additional information on the refresh and its marketing plans moving forward. According to the company, real crew members are also featured in its advertising. The new crew uniforms reflect flame grill masters, mixing contemporary and comfortable style with distinctive colours and graphs. The brand will be rolling out a new brand logo, packaging, restaurant merchandise, menu boards, crew uniforms, restaurant signage and décor, social media and digital and marketing assets. At the same time, its new packaging will proudly showcase the logo, as well as bold colours and playful illustrations of ingredients. The new photography is also hyper textured and plays up the sensorial aspect of the food.īurger King also introduced a new brand font named “Flame”, inspired by the shapes of its food – rounded, bold, yummy, and its irreverent personality. The selected colours are also rich and bold, inspired by the iconic Burger King flame grilling process and fresh ingredients. The logo resembles the retro one which was used from 1969 to 1999.

Gone is the blue curve that has been used since 1999. The new minimalist logo pays homage to the brand heritage with a refined design that’s confident, simple and fun, and seeks to meet the brand evolution of the times. According to the company, the new visual design will “more authentically represent Burger King values” and signals a commitment to a digital-first expression and recent improvements to taste and food quality, as well as its pledge to environmental sustainability. Burger King has fired up a brand refresh as it kicks off the new year, marking the first complete rebrand in more than 20 years.

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