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Burger King: New Visual Identity by jones knowles ritchie

Date: Jan 2021
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Since 1954, Burger King has encouraged its guests to 'Have it Your Way' and confidently celebrate self-expression.

Now, the brand is making a leap forward by introducing a completely new visual design that will be present throughout all touchpoints of the guest experience. Inspired by real and delicious food, the more modern look marks the first complete rebrand in over 20 years and will more authentically represent Burger King values.

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.

Today, more than ever, Burger King strives to ensure guests feel good about its food, and this is reflected throughout the visual design, restaurant design and across the entire digital experience. The brand will be rolling out a new brand logo, packaging, restaurant merchandise, menu boards, crew uniforms, restaurant signage and décor, social media and digital and marketing assets. The result is a new look that indicates confidence in the future, while remaining true heritage and what guests love about BK.