Burger King Loses Its Curves: Food Chains Getting on The Flat Logo Design Bandwagon

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Shannon Robinson

18th February 2021

Shannon Robinson

With 14,000 stores across the globe, Burger King, aka “Home of the Whopper,” is the second-largest hamburger chain in the United States. In the year 1954, it rose on the face of the earth, and the logo of Burger King depicted their arrival with a rising sun. The availability of custom logo designing services was not common back then; still, Burger King managed to dive into the fast-food industry with a simple and meaningful logo design.

The Miami-based fast-food chain is all set to bring about its most significant brand evolution in the last two decades. With a new logo design, coupled with a customized font called “Flame” and altered uniforms, Burger King is prone to bring back its ’60 to ’90 iconic brand identity with a similar logo design. Marketing strategists at Burger King consider it the best representation of the brand. The new symbol is more like a burger and as it used to be before ’99.

Raphael Abreu, head of design for Burger King parent Restaurant Brands International said, “Our new logo is all about food. It’s what we are known for and loved for. It’s more wholesome in a way.”

Rebranding of the “Home of the Whopper”

 

The company has changed its logo a plethora of times since the beginning. However, for the last 20 years, they didn’t find the necessity to alter the company’s symbol, and finally, we observed them modifying the logo in 2020.

Rebranding with Its Pros & Cons

 

To become more relevant, more profitable, and more competitive, companies usually opt for rebranding. If rebranding strategies are well thought out and executed appropriately, it improves a company’s image and vice versa. Rebranding demands boldness from business honchos as the outcome could be catastrophic if customers couldn’t resonate with the latest changes.

Rebranding with Its Pros & Cons

Custom logo designing services believe that rebranding is not limited to changing the logo and slapping it on the website. Besides the logo, all the marketing assets and stationery items are supposed to be updated, including the online presence and social media pages.

Time is the essence; if the alterations are not completed and implemented timely on all the associated brand aspects, the consequences could be severe. Additionally, the existing clients and potential customers are also bound to be timely updated about the changes to wade off the confusion from their minds.

Ostensibly “The Home of Whopper” seems to be jumping on the flat logo design’s bandwagon by obtaining custom logo designing services. Still, there are many other motives as well behind this whopping transformation.

Rebranding provides companies an opportunity to shed off the flaws and rediscover themselves, which lets them gain more attention than they would have otherwise. Also, it allows them to show the audience a more accurate representation of themselves. Keeping the very idea in the back of their mind, Burger King strategists discarded the blue swoosh from their logo and artificial flavors from their burgers.

Another feature for rebranding is streamlining the brand’s messaging, which often gets diluted or remains inconsistent over time. Custom logo designing services suggest making the most of the opportunity by bringing everything to the main focus, aligning it with the company’s mission and vision. Undeniably, rebranding cost money, and Burger King spent a considerable amount of money to make the rebranding ventures a successful one.

Why They Chose A Flat Logo Design?

 

Custom logo designing services keep everything in a two-dimensional way in flat designs, making the logo appear as if it were flat. Because of the simplicity and minimalism, textures, gradients, bevels, and other add-ons are omitted from the design creation process. Generally, a flat logo design entails simple shapes, wordings, typography, and bright colors to make it look more aesthetic, memorable, and eye-catching.

In order to pull off this style, custom logo designing services recommend keeping everything consistent with the brand’s website and other marketing assets. Keeping the same philosophy in mind, Burger King revamped their website and other associated tools as per their latest logo design to ooze out the consistency. User-friendliness and timelessness are what make a flat logo design stand apart from the rest. These designs will stay relevant even after ages since it is free from all the intricate details, making it simple, flat, and minimalistic.

The best thing about minimalistic designs is, it leaves no room for errors.

 

In today’s digitized era, people have a short attention span. They don’t have enough time to pay attention to the intricate details of your Modern logo Design. In a nutshell, they want everything to be swift and straightforward. Which ultimately makes it crucial to create a simple and unique logo that can be imprinted on their mind in a single look. As per custom logo designing services, it gets hard for people to recall a complicated design. Hence, the logo’s primary purpose can never be fulfilled if they can’t remember your brand.

The blend of straightforward typography, bold colors, and crisp visuals makes a flat logo design unique and creative.

 

What Did the Company Remove from Previous Logo & Why?

 

The blue swoosh that remained an integral part of Burger King’s logo for about two years is excluded from the latest version, considering it irrelevant to a fast-food business. The omission also symbolizes the company’s recent removal of colors, flavors, and preservatives from artificial sources. Additionally, the accented sheen symbols on the buns are left out, considering no bun shines.

What Did the Company Remove from Previous Logo & Why?

As per the company spokesperson, the logo’s variation is designed to whittle down the fast-food industry’s negative perception. It makes the brand feel less synthetic, artificial, and cheap, and at the same time, it is prone to make it look more real, crave-able, and tasty.

With a variation in the logo, Burger King also revamped its packaging, merchandising, restaurant signage, décor, and staff uniforms. It is recommended by the top-notch custom logo designing services in the USA to face-lift a brand completely when a company changes its logo.

One of the company’s spokesperson said, “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.”

“The new logo pays homage to the brand’s heritage with a refined design that’s confident, simple, and fun,” she continued.

Custom logo designing services worldwide claim the logo to be the keystone of the branding strategies. This complete modification from the restaurant’s ambiance, staff uniform, marketing assets, etc., proves that the logo counts a big-time when it comes to branding and rebranding.

While rebranding, make sure to keep the soul of the company intact.

 

A Blend of Deep-rooted Emotions & Current Trend

 

By encapsulating the Burger King name between a bun, the company plays to customers’ nostalgia while embracing the contemporary trend. The refreshing new look, coupled with a new font and color changes, is likely to entice potential new customers.

Nostalgia is a significant force in branding and rebranding because it associates a brand with certain things people have a penchant for. This enchantment persuades them to pay attention to the brand, making the brand connect with the audience emotionally.

Nostalgia elicits the feeling of trust, security, familiarity, and comfort in consumers, ultimately adding them to the loyal client’s list. Emotion is said to be the biggest driver of loyalty irrespective of the business’s nature or size.

A Blend of Deep-rooted Emotions & Current Trend

Customers don’t bother much about the pricing when nostalgic elements are alive and intact. Moreover, this sense of nostalgia brings them to the store more often, makes them heed the brand’s advice attentively, and tempts them to recommend the brand. Sprinkling the flavor of nostalgia and seasoning the rebranding approaches with the contemporary digital-first design would pan out to be a colossal win for Burger King.

Seamless Digital Experience, A Huge Driver

 

Changing the business models and adapting to the new market reality is paramount for brands to stay ahead of the business curve. According to professional logo design services in the USA, not all companies embrace the change, unlike Burger King and some other brands.

Their team of experts realizes that today’s age customers cannot be satisfied with the old-school marketing tactics. They demand a shift in the processes. Therefore, to keep them loyal, content, connected, and keep the business afloat, adapting to the latest trends and technology is paramount.

According to the super office, the net global spending on digital transformation in 2018 was $1 trillion; however, this figure is expected to be over $2 trillion by 2022. Companies that transform their processes and digital presence as per the contemporary customer’s preferences don’t find the transformation anything nice, but it’s a must!

Seamless Digital Experience, A Huge Driver

Focusing on customer services promises that your business will remain stable, competitive, and above all, keep producing satisfied clients. The recent change in Burger King’s logo, followed by the variation in other branding aspects, depicts their customer-centric approach.

Customers’ Changing Taste & Preferences

 

In the last few years, we have seen a whopping shift in customers’ tastes and preferences. They are more inclined towards healthier food and avoid artificial ingredients to stay fit and healthy for long. With a change in logo, the company officials claim to step away from synthetic ingredients like flavoring and coloring to ensure healthy food to its consumers.

Over to You

 

Mere an extrinsic variation is not sufficient to enhance the quality of the burgers, but the removal of synthetic ingredients, of course, would be something consumers will love the most. A combo of extrinsic and intrinsic transformation has recently put Burger King on the top trending list on various social media platforms. Let’s wait and watch how this rebranding will pan out for the company in the long run. A large number of customers find no difference between the ’90s and the latest logo design. Do you concur? Please share your thoughts with us in the below comment section.





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