Burger King debuts new logo and packaging for 2021

Cornelia Mascio
Gennaio 11, 2021

Burger King unveiled the new brand logo that shows the burger chain's roots. It once again sports a centered, flat burger in ketchup-red color on a spicy mustard-colored bun that reads "Burger King".

"From '65 to '98 we had a strong, iconic identity", Raphael Abreu, head of design for Burger King parent Restaurant Brands International, said in an interview.

Burger King last changed its logo in 1999, shifting from one that looked more like a straight burger to a "faster", stylized round logo with a slanted name, a yellow "bun" that looks more like a bell and partially outlined in blue. "The new logo pays homage to the brand's heritage with a refined design that's confident, simple and fun".

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

Fernando Machado, global CMO of Restaurant Brands International, who led Burger King marketing for almost six years prior to this elevated role he took on in January 2020, shared a bit of the background.

About BURGER KINGFounded in 1954, the Burger King brand is the second largest fast food hamburger chain in the world.

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In September, Burger King introduced new restaurant designs fit for the Coronavirus era with triple drive-thrus, burger pick-up lockers and takeout counters. Apparently it is inspired by classic design.

This combined with new digital-first designed restaurants make a whole new look for our beloved BK! "The font is yummy and round, just like our food". The design principles capture the unique characteristics of the Burger King brand: Mouthwatering, Big & Bold, Playfully Irreverent and Proudly True.

But others approved of the new branding, saying they liked it. This new design will also include issuing new uniforms with a new color scheme.

"It's what we're known for and loved for".

The new look extends to Burger King's employees, who will wear uniforms that blend contemporary and casual style with bold graphics.

Its redesigned packaging highlights the new logo, includes "playful illustrations of ingredients" and adjectives that describe the food, like "crispy" and "tasty".

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