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Burger King Reveals New Logo With First Brand Refresh In 20 Years

Burger King's new logo and brand refresh hint at the QSR giant's strategy for 2021 and beyond.

Burger King revealed a new logo as part of its first rebranding campaign in two decades on Thursday. The new and improved “visual identity” — which includes a refreshed logo, new packaging, menu boards, uniforms, signage, decor, social media and more — is meant to pay homage to the brand’s roots while also embracing a digital-focused future.

The new look blends a retro feel with bold, modern styling. Packaging, menu boards, uniforms, signage, decor and social media will all reflect the new wlook. 

"Design is one of the most essential tools we have for communicating who we are and what we value, and it plays a vital role in creating desire for our food and maximizing guests' experience," Rapha Abreu, global head of design at parent company Restaurant Brands International, said in a press statement.

Burger King’s brand refresh comes as a new generation of consumers gets hungry for authenticity in advertising. The video announcement features a simplistic, retro design and highlights the diversity and personalities of Burger King staff. 

The legacy burger franchise isn’t the only brand looking to give itself a makeover this year. QSR brands are eager to adopt new identities that will keep them relevant in an age of online ordering, COVID-19, diversity and inclusion efforts, and more. As the world changes rapidly, marketers understand that these brand refreshes are essential if they hope to compete. 

Retro fonts and 1950s nostalgia blend with bold, modern themes. 

Burger King announced in September a new restaurant design prototype with QR scanners in the parking lots for mobile pick up, outdoor dining areas under solar power canopies, and, perhaps the most notable feature, one of the models includes a suspended kitchen and dining room above the drive-thru lanes.

While many QSR brands have proven to be resilient against the impacts of the COVID-19 pandemic, Burger King’s same-store sales for Q3 of 2020 were down 7%. With this new brand identity, Burger King may be looking for ways to mitigate any further losses in 2021.

Watch the full announcement below: