Burger King unveiled its first rebranding in 20 years in January.
Two designers told Business Insider that the design successfully merges the original brand image.
The new brand logo uses shapes and colors to emphasize the image of the big mouth.
Burger King unveiled its first clear rebranding in 20 years in January, including a return to the classic image of the badge and an emphasis on the big mouth imagery.
The new badge is a modernized version of the classic Burger King image, with the restaurant name placed between two burger skins. All of the branding was inspired by the Big Mouth and was redesigned in colors that include yellow, brown, red and orange with a new flame font.
The chain is slowly rolling out design aspects that will take longer to revise, such as new brand colors for staff uniforms, badges and signage to emphasize the fire-grilled Big Mouth and an open kitchen that deliberately showcases the broiler.
So far, the rebranding has received positive attention from industry experts in the advertising age, as well as from consumers who appreciate simplicity and a pleasing look.
Commercial Content asked the two designers to share their thoughts.
Debbie Millman, co-founder of the Master of Arts in Branding program at the School of Visual Arts and host of the Design Matters podcast. She told Business Insider that she is a big fan of Burger King’s partnership with JKR Global and that the new brand gives off a “warm, retro vibe” that is reminiscent of the brand’s origin.
Around the Time of the brand’s design in 1999, Burger King was in the midst of a struggle. Sales were down, and the chain tried everything from adding menu items to simply opening a cyber cafe in the restaurant as a gimmick to attract customers.
At the time, fads and gradients were all the rage,” Millman told Business Insider. The previous label said Burger King was “very modern and a little sharp around the edges. “
Steven Heller, author and editor of more than 100 books on design and pop Culture, and co-founder of the Academy of Visual Arts as a designer and project Writer, was more critical of the previous design. Heller called the design “kind of bad” because of the “ineffective color combinations” and “the ineffective color combinations” and “swirls or whirlwinds that make it look like a sports logo rather than a Food store. “
One of the rules,” Heller said, “is that blue is not a color used by food companies,” and Fernando Machado, Burger King’s chief marketing officer, agreed. Machado) agreed. He told Business Content about rebranding “from no blue food”
Millman said of the rebranding: “The redesign of the logo reflects a new era for Burger King and a commitment to fresher, cleaner ingredients, best reflected in a review of simpler, less time-consuming processing. “
Heller shares similar sentiments and says the new design pays homage to the original concept. The new logo is an “indicator of real meat” and ” more flavorful and delicious” than the old, corporatized logo.
Millman, who just redesigned, told Business Insider that the culture and what people like about the brand is different now than it was 20 years ago.
I think people are hungry for less processed light in building brands and experiences, and now prefer direct and genuine identities,” she said. “
Heller told Business Insider, “A good logo is a sophisticated logo. Refinement is everything. If the concept is not properly presented, if there is no nuance, it won’t work. “
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