Burger King renews its image

As part of a new market strategy, burger King announced that it will change its visual image and brand identity for the first time in 20 years. The brand’s redesign includes the corporate logo, which will be visible on social and digital networks in the first phase in Puerto Rico.

The rebrand includes a new logo with a rounded font that mirrors the shape of burgers and other items on the menu. The colors, in the colors red (tomato), green (lettuce), yellow (cheese), orange (bread), white (mayonnaise) and brown (grilled meat) represent the grilling process that Burger also works, such as using fresh ingredients.

Since 1954, Burger King has been encouraging customers to “do it their way”. After establishing its presence in Puerto Rico in 1963, Today, the brand is taking a leap forward by introducing a completely new visual design that will be present at every touch point in the customer experience. Inspired by authentic and delicious food, the logo’s more modern look will more authentically reflect Burger King’s values.

“Our brand continues to evolve and the redesign we are presenting today is a sign of our commitment to meet the needs of the industry. We are constantly looking ahead and always trying to maximize our presence and leadership, ”said Daniel Pérez, vice president of marketing at Burger King.

The design principles of Burger King’s new visual image capture the brand’s unique characteristics: tasty, big and daring, playfully irreverent and proudly authentic.

Certainly, what Burger King is all about – real, simple and delicious food. Since the launch of the current logo in 1999, the industry has moved to a more modern, digital-friendly design language. The new minimalist logo fits perfectly with the brand’s evolution and pays homage to its legacy with a sophisticated design that’s safe, simple and fun.

Selected colors are rich and bold, inspired by Burger King’s iconic grilling process and fresh ingredients. The new photo has a lot of texture and ties in with the sensory aspect of the food.

Burger King’s new proprietary font is (rightly) called “Flama”. The font is inspired by the shapes of Burger King dishes (round, bold, delicious) and the brand’s irreverent personality.

The new brand identity will eventually be reflected in restaurants and packaging. Today, more than ever, Burger King is committed to making sure customers feel good about their food, and this is reflected in the visual design, restaurant layout and full digital experience.