Customers will notice colors that are “rich and bold” on its signage with a new, custom-made font called “Flame.” The chain said the font is inspired by the shapes of its food because it’s “rounded, bold and yummy.”
The look will extend to its employees, who will wear clothing that mixes “contemporary and comfortable style with distinctive colors and graphics.” Actual employees are featured in its new ads and promotional pictures.
Customers will begin seeing some of the new identity immediately in advertisements, signage and packaging. However, the renovation of its nearly 19,000 global restaurants to reflect the new look will take several years.
“Given the current state of the world, the new identity feels warm and familiar,” Douglas Sellers, executive creative director at global branding firm Siegel+Gale, which wasn’t involved in Burger King’s redesign, told CNN Business. He added that redesigned logo is “instantly recognizable anywhere in the world” and that the colors “evokes joy and warmth harkening back to their heritage.”
