If you haven’t seen a Moldy Whopper before, you may not be aware that Burger King is focused on food quality. And while that phrase sounds a bit contradictory, the campaign, which received numerous awards and more than 8 billion organic impressions, successfully raised awareness of the brand’s movement towards food transparency and sustainability.
To further this promise, Burger King launched a new brand identity on Wednesday with roots in the past. The identity is completed with a new logo, colors and fonts that will be visible in packaging, goods, uniforms and restaurant decor. The refresh – which took nearly two years – is the first for Burger King in 20 years.
“Buns don’t shine”
In particular, the new logo should look familiar to long-time BK fans. Fernando Machado, global CMO of Restaurant Brands International, who headed Burger King’s marketing for almost six years prior to its acquisition in January 2020, shared a bit of the background.
“The source of inspiration was the logo we had from ’69 to 1999,” he said. “The main difference now is that we’ve adjusted the color to make it more vibrant and more like the colors of food. And we have adjusted the proportions of the bun so that it is more similar to the products we sell. The font is tasty and round, just like our food. ”
According to Machado, the current logo just didn’t stand the test of time and wasn’t exactly optimized for a digital and mobile experience.
“It didn’t age well,” he said. “Like the shine on the bun … buns don’t shine.”
The new look will be introduced in all restaurants worldwide in early 2021. The logo update includes several improvements to the restaurant and customer experience, including digital menu boards with predictive sales functions, double and in some cases even triple drive-thru.
The timing for this identity update is right as it fits in better with where the brand is today and how it has evolved, according to Machado.
“This is a brand that has a very clear personality,” he said. “It’s fun, self-deprecating, a bit nervous. … This will continue. We adjusted the visual identity to better fit what this brand is about. There was a certain interruption because the brand has developed so much. “
Machado noted how the brand has evolved, not just in terms of personality (the time agency CPB had the account) but also in terms of priorities, such as the growing importance of food sustainability and D&I.
“We are making some serious sustainability commitments and improving the experience, especially the digital experience, with the off-premise experience growing so much,” he said. “As we are going through this transformation, we wanted the design to basically signal to people what has changed.”
And with positive and negative opinions lurking around the corner of any campaign release, Machado pointed out the importance of not letting fear of criticism get in the way of creativity or preparation.
“When I say we shouldn’t fear criticism, I think that’s definitely true, but that doesn’t mean you shouldn’t prepare for it, does it?” Machado said. “We have some mitigation mechanisms that we are preparing, but we rarely use them to be honest with you. But it is precisely this preparation that makes you stronger and gives everyone in the company the confidence that you can deal with it if something goes wrong. “
Burger King Rebrand Credits