The new monogram is bold and brilliant, and I truly think it should be the new identity! It is much better than the logo I worked on with my beloved Sterling Brands.” “I’m afraid that a lot of the general public won’t understand the logo redesign quite a few people have written me and asked why Burger King went back to their old logo. “The ‘BK’ monogram is absolute genius, and I wish they had used that,” Millman says of the inset mark here, which can be briefly spotted in the video embedded below. ![]() So: What does one of the architects behind the former logo’s design think of the new one? PRINT editorial director Debbie Millman was president of Sterling Brands when the company took on the design challenge. New packaging showcases the new logo very proudly as well as bold colors and playful illustrations of ingredients. Real crew members are featured in new BK advertising. ![]() New crew member uniforms reflect flame grill masters, mixing contemporary and comfortable style with distinctive colors and graphics. The Burger King new proprietary brand font is (appropriately) called “Flame.” The font is inspired by the shapes of BK food-rounded, bold, yummy-and brand’s irreverent personality. The new photography is hyper textured and dials up the sensorial aspect of the food.įont. The new minimalist logo seamlessly meets the brand evolution of the times and pays homage to the brand heritage with a refined design that’s confident, simple and fun.Ĭolor: Selected colors are unapologetically rich and bold, inspired by the iconic Burger King flame-grilling process and fresh ingredients. Since launching the current logo in 1999, the industry has transitioned to a more modern, digital-friendly design language. ![]() Confidently, what BK is all about-real, simple and delicious food. “ The result is a new look that indicates confidence in the future, while remaining true heritage and what guests love about BK.” The rebrand, featuring work by Jones Knowles Ritchie, is comprehensive-there’s the logo. In the ongoing corporate quest to keep the crown, Burger King has rebranded, serving up its first alternate look in more than two decades, while offering a logo that throws it back to the versions that were in play in different form from 1969 to 1999.Īs the brand detailed in a release, “ The announcement signals a commitment to digital-first expression and recent improvements to taste and food quality, through the removal of colors, flavors and preservatives from artificial sources from menu items, as well as an ambitious pledge to environmental sustainability.”
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