The home of the whopper just got a lot more fun.
Burger King is ringing in the New Year with a vibrant new brand identity, designed by the agency Jones Knowles Ritchie. It’s the fast food company’s first brand redesign in 20 years, and it includes a new logo, packaging, restaurant merchandise, menu boards, uniforms, restaurant signage and decor, and social media, digital, and marketing assets. The brand identity has a custom serif typeface and retro colors, like mustard and burnt orange, that mimic the organic shapes and colors of Burger King’s menu items. The result is an expressive, natural look, that feels distinct from competitors.
Burger King’s redesign comes at a time when major brands across sectors are flattening and simplifying their look so that it’s functional and legible in digital spaces. That’s part of the reason for this redesign too, according to Lisa Smith, executive creative director at Jones Knowles Ritchie, who worked with Rapha Abreu, vice president and global head of design at Restaurant Brands International to bring the identity to life. But unlike the many monotone treatments that have resulted so far—Petco, Foursquare, or Lenwich, to name a few—Burger King has kept its personality.