NEW YORK (Reuters) – Burger King has redesigned its brand, including its logo, food packaging and restaurants to reflect improvements such as the elimination of preservatives, the fast-food chain announced on Thursday.
“We have done a lot in terms of quality and experience of the food,” said Fernando Machado, global marketing director at Restaurant Brands International, owner of Burger King. “We feel that ending all of this with an update to our visual identity would help signal to our consumers that this is an evolving brand.”
The brand redesign, Burger King’s first in over 20 years, includes a new logo with a rounded font that reflects the shape of its hamburgers and other menu items.
Strong colors in shades of brown, red and green are a reference to the process of grilling Burger King’s flame and the use of fresh ingredients, the company said.
Burger King announced earlier this year that it would remove all artificial colors and preservatives from its Whopper hamburgers, as fast-food chains are increasingly introducing healthier options to follow consumer tastes.
The company’s famous plastic-faced mascot – The King – will not go anywhere, despite the brand change.
“We love him the way he is, and he will continue to be weird,” said Machado.
(Reporting by Sheila Dang, edited by Nick Zieminski)
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