Our Take: Burger King

Burger King have this week shared their new brand identity. It represents a movement back to their roots, with the logo strikingly similar to the previous 1969 incarnation, with a rich colour palette and funky typeface.

The flat, minimalist design reflects recent improvements in taste, quality, sustainability and overall dining experience.

Raphael Abreu, Head of Design at Burger King says of the new identity; ‘ ‘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, we wanted to use design to get people to crave our food; its flame-grilling perfection and above all, its taste.’

We like the brand, don’t get us wrong.

But we think it could be better and we aren’t fully behind the strategy that clearly permeates this new brand. We believe that now, more than ever, organisations should be looking forwards rather than pining for previous glories. To progress rather than regress.

Our Take reflects this. Using the brand evolution and current market trends as inspiration, we have developed the beginnings of a fresh, cool brand identity that we believe would place Burger King in a better position to tackle their more successful rivals over the coming years.

Take a look…

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