The Burger King Rebrand: Design Fit for a King?

Posted inBranding & Identity DesignBy Zachary PetitPosted January 8, 2021 ∙ 3 min. readIn the ongoing corporate quest to keep the crown, Burger King has rebranded, serving up its first alternate look in more than two decades, while offering a logo that throws it back to the versions that were in play in different form from 1969 to 1999.As the brand detailed in a release, “The announcement signals a commitment to digital-first expression and recent improvements to taste and food quality, through the removal of colors, flavors and preservatives from artificial sources from menu items, as well as an ambitious pledge to environmental sustainability.”The rebrand, featuring work by Jones Knowles Ritchie, is comprehensive—there’s the logo. Packaging. Merchandise. Menus. Uniforms. Signage and decor. Digital assets. “The result is a new look that indicates confidence in the future, while remaining true [to] heritage and what guests love about BK.”Here, the king breaks it down: Logo. Confidently...