Burger King is changing its logo after 20 years in a massive rebrand - see what the new packaging and employee uniforms will look like
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Mary MeisenzahlJan 8, 2021, 19:32 IST
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Updating the logo is one of the most obvious and recognizable changes.
For the rebrand, Burger King removed the blue from the logo because "there's no blue food," Global Chief Marketing Officer Fernando Machado told Insider. "Buns don't shine," he said, so that had to go too.
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The logo felt "old," he said, and was "from a time when the design characteristics were trendy." He said the brand improved the proportions and font to make the classic design feel modern.
The new logo is a modern version of the classic BK look, putting the restaurant name between two buns.
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The new font is a key part of the rebrand, according to Machado, who described it as "yummy" and "gooey."
All Burger King branding was also redesigned in colors inspired by the Whopper.
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Some of the newer ads don't actually include the new logo, so they have already started to roll out.
Digital branding is the easiest and fastest to change, and will reflect the new designs almost immediately.
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Other parts of the overall brand, like uniforms, will be slower to roll out.
Burger King will "flow through" the new designs, integrating them in as franchisees order new uniforms.
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The new uniforms will vary by country and location, but options include t shirts and several types of jackets.
The same principle applies to packaging, and Machado says franchises can use up what they have instead of letting it go to waste.
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The new logos and signage also emphasize the flame-grilled whopper, with open kitchens that show off the broiler.
The whopper and broiler are key and nearly every element calls back to them.
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Burger King won't force newer restaurants to change the logo or layout immediately, though.
The new logo and design elements complement other changes to the brand, as it introduced new restaurant models in late 2020 with food lockers, conveyor belts, and other "restaurant of tomorrow" ideas.