Burger King is renewing the brand for the first time in more than 20 years

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 Thursday.

“We’ve done a lot in terms of food quality and experience,” said Fernando Machado, global chief marketing officer of Restaurant Brands International, owner of Burger King. “We felt that if we wrapped all that up with an upgrade to our visual identity, it would be letting our consumers know that this is a brand that is evolving.”

The rebrand, the first from Burger King in more than 20 years, includes a new logo with a rounded font that mirrors the shape of the burgers and other menu items.

Bold colors in shades of brown, red and green are a nod to Burger King’s flame grill process 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 signature Whopper burgers as fast food chains introduce increasingly healthier options to follow consumer tastes.

The company’s famous, quirky plastic-faced mascot – The King – isn’t going anywhere despite the rebranding.

“We love him just the way he is, and he’s going to be weird,” Machado said.