Since 1954, Burger King® has encouraged its guests to do It It Your Way® and celebrate self-expression with confidence. Today, the brand takes a step forward by introducing a completely new visual design, which will be present at every point of contact of the guest experience. Inspired by authentic and delicious food, the latest look marks the first complete rebrand in more than 20 years and will represent more authentic Burger King values.
The launch signals a commitment to digital expression first and recent improvements in food quality and taste standards, the removal of colors, flavors and preservatives from artificial sources, and an ambitious commitment to environmental sustainability.
Today, more than ever, Burger King strives to ensure that its guests feel comfortable with their food, and this is reflected in the visual design, the look of the restaurant and the entire digital experience. We launched a new brand logo, packaging, restaurant signage, menu, team uniforms, signage and restaurant decor, social media and digital and marketing materials. The result is a new look that indicates confidence in the future, staying true to our heritage and what guests love about BK®.
Marking taste and quality through design, each design element was intentionally reinvented to better reflect the new culinary experience of Burger King. The design principles capture the unique characteristics of the Burger King brand: appetizing, big and bold, hilarious, irreversible and with true pride.
Logo. With confidence, everything means BK: real, simple and delicious food. Since the launch of the current logo in 1999, the industry has migrated to a more modern and digitally compatible design language. The new minimalist logo adapts perfectly to the evolution of the brand over time and pays homage to the brand’s heritage with a refined, safe, simple and fun design.
Color. The selected colors are intentionally rich and bold, inspired by the iconic Burger King grill process and fresh ingredients. The new photo has more texture and marks the sensory aspect of the food.
Printing. The new font for the Burger King trademark is called (appropriately) “Flame”. The printing house is inspired by the shapes of BK food (rounded, bold, delicious) and the irreverent personality of the brand.
uniforms The new team uniforms reflect the owners of the grid, combining contemporary and comfortable style with distinct colors and graphics. Team members will participate in the new BK advertisement.
“Design is one of the most essential tools we have to communicate who we are and what we value and plays a vital role in creating the desire for our food and maximizing the guest experience,” said Rapha Abreu, project manager at Restaurant Brands International . “We wanted to use design to make people want food; its perfection on the grill and, above all, the aroma ”.
Guests will begin to see the new visual identity in 2021. In the coming years, Burger King aims to implement this new design in restaurants around the world. For more information, visit www.Burgerking.com.do
About BURGER KING®. Founded in 1954, the Burger King brand is the second largest chain of fast food burgers in the world. The original location of Whopper®, the Burger King system operates over 18,800 locations in over 100 US countries and territories. On June 26, 1994, Concesiones y Servicios SAS acquired the franchise rights of BURGER KING ®, thus opening the first restaurant in the country, on Avenida Winston Churchill, Esquina Gustavo Mejía Ricart. For more information about the Burger King brand, visit the Burger King brand website at www.burgerking.com.do or follow us on Facebook, Twitter and Instagram.