There is another reason for the company rebrand, however - to emphasize freshness in a time where fast food is losing traction in favor of healthier alternatives. In fact, many brands undergoing redesigns will do so in order to make their logos and designs more digital-friendly, and as such, flat design is the big trend. Why the Rebrand?Īccording to Lisa Smith, executive creative director at Jones Knowles Ritchie, there were a few reasons for the Burger King rebrand-not least of which was functionality. The effect is retro without being dated fun without being silly and personable without being obnoxious. 'We love him the way he is, and he will continue to be weird,' Machado said.Designed by the agency Jones Knowles Ritchie, the super-flat design effects incorporate a number of different features - from the custom font Flame, which hearkens back to the Cooper Black of the late 20th century, to the earthy color palette that many of us grew up with. The company's famously quirky plastic-faced mascot - The King - won't be going anywhere despite the rebranding. The rebranding, Burger King's first in over 20 years, includes a new logo with a rounded font that mirrors the shape of its burgers and other menu items.īold colors in shades of brown, red and green are a nod to Burger King's flame grilling process and its use of fresh ingredients, the company said.īurger King earlier this year announced it would remove all artificial colors and preservatives from its signature Whopper burgers as fast food chains are increasingly introducing healthier options to follow consumer tastes.

'We felt that putting a wrap around all that with an upgrade of our visual identity would help signal to our consumers that this is a brand that's evolving.' 'We've been doing a lot in terms of food quality and experience,' said Fernando Machado, global chief marketing officer of Restaurant Brands International, which owns Burger King. (Reuters) - Burger King has redesigned its brand including its logo, food packaging and restaurants in order to reflect improvements such as eliminating preservatives, the fast food chain announced on Thursday.

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