Burger King's first rebrand in 20 years focuses on the American fast-food restaurant's food and its past says its designer Lisa Smith, executive creative director at Jones Knowles Ritchie.
The comprehensive redesign of Burger King's visual identity by Jones Knowles Ritchie included the creation of a retro logo that closely resembles the logo used by the brand in the 1970s, 80s and 90s.
"We explored a lot of different design territories, but kept coming back to the brand's original iconic logo from 1969 and 1994 when Burger King looked at its best," Smith told Dezeen.
"We were inspired by how it has grown to have such an iconic place in culture ? from Back to the Future, Gremlins through to more recently Stranger Things and BK?s Warhol campaign," she continued. "The new logo pays homage to the brand's heritage with a refined design that's confident, simple and fun." Top: Burger King's new retro logo. Above: The new logo (right) directly refers to the previous logo (left) and replaces the logo introduced in 1999 (centre)
The revamped logo replaces the previous design introduced in 1999, which was made up of a more stylised burger surrounded by a blue crescent. According to Smith removing the artificial-looking blue swish was a reference to improvements in the brand's food.
"Our choice to remove the color blue was somewhat symbolic of Burger King's recent removal of colors, flavors, and preservatives from artificial sources," she exp...