Using colors inspired by its “real and delicious food”, the fast food chain on Thursday unveiled a new identity with a retro influence that includes a redesigned (though recognizable) logo and new food packaging, employee uniforms and signage on your restaurants.
The centerpiece of the redesign is the logo, eliminating the blue curve that has been in use since 1999. Burger King said in a press release that the new “minimalist logo perfectly suits the evolution of the brand of the era”. It also pays homage to the brand’s 64-year history, with the updated look emulating an old logo used from 1969 to 1999.
Customers will notice the “rich and bold” colors in their signage with a new personalized font called “Flame”. The chain said the source is inspired by the shapes of its food because it is “rounded, bold and tasty”.
The look will extend to its collaborators, who will wear clothes that mix “contemporary and comfortable style with different colors and graphics”. Real employees are featured in your new ads and promotional photos.
Its redesigned packaging highlights the new logo, includes “playful illustrations of the ingredients” and adjectives that describe the food, as “crunchy” and “tasty”. Notably, Burger King packaging comes a few months after McDonald’s also unveiled new packaging and cups.
In September, Burger King introduced new restaurant designs suitable for the coronavirus era, with triple drive-thrus, hamburger boxes and take-out food counters. The designs will be adjusted to highlight the renewed visual identity.
Customers will begin to see a little of the new identity immediately in advertisements, signage and packaging. However, the renovation of its nearly 19,000 global restaurants to reflect the new look will take several years.
“Given the current state of the world, the new identity looks warm and familiar,” Douglas Sellers, executive creative director at global brand company Siegel + Gale, which was not involved in the redesign of Burger King, told CNN Business. He added that the redesigned logo is “instantly recognizable anywhere in the world” and that the colors “evoke joy and warmth that refer to your heritage”.
Perhaps the new design and familiarity could reignite customers’ interest in Burger King. Owner Restaurant Brands International (QSR) said the hamburger chain has struggled during the pandemic. In the three months ending September 30, sales at its restaurants open for at least a year have fallen by 7%. Meanwhile, sales at rivals McDonalds (MCD) and Wendy’s (WEN) overtook Burger King during the same quarter.
Another part of Burger King’s recovery plan includes adding more value items, which it did last month with the launch of a new $ 1 menu.
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