Connecting the Past to the Present

Burger Kings:

New logo of Burger King in 2021

Rebranding of Burger King is done in 2021 replacing the previous logo that was introduced
in 1999. This rebranding clearly goes back to its original logo introduced in 1969 and 1994.

Original Logo
Rebrand aims to "improve BK's quality and taste perception"
Alongside the retro logo, Jones Knowles Ritchie revamped the restaurant's packaging,
uniforms, merchandising, menu boards, restaurant signage and marketing assets. All elements
of the design, from the colour palette to the custom typeface called Flame Sans, were derived
from the food. The Flame brand font family was designed by Colophon Foundry with three
variants: bold, regular and sans. It's inspired by the shapes of the restaurant’s food,
“rounded, bold and yummy”.
Raphael Abreu, global head of design for Restaurant Brands International, Burger King’s
parent company says, “The team wanted a font that want make people take a bite out of it.
We are also very playful and bold in how we use the new font. There is a variable version
where we stretch and compress it and create expressive and impactful illustrations with it.
Colours are “unapologetically rich and bold” drawn from the brand’s flame-grilling
process and ingredients, and named accordingly,
Fiery Red, Flaming Orange and BBQ Brown are part of primary palette, which holds some
equity and has been in the brand for a while. Mayo Egg White, Melty Yellow and Crunchy
Green are secondary palette.
"Our creative approach such as our choice to remove the colour blue stroke from previous
logo reflects what Burger King is doing with the food, free from colours, preservatives and
flavours from artificial sources. We wanted to use design to help close the gap between the
negative perceptions a lot of people have of fast food, and the positive reality of our food
story by making the brand feel less synthetic, artificial and cheap, and more real, crave-able
and tasty," says its designer Lisa Smith, executive creative director at Jones Knowles Ritchie