Name: Burger King’s New Logo Strategy, Explained by a Branding Expert
Uploaded: 2023-07-11T04:01:00Z
Duration: 5 min 30 s
Description: Burger King revealed its first total rebrand in over 20 years as it looks to win back sales from rivals like McDonald’s and Wendy’s. A branding expert and reporter explain what Burger King is trying to say with its new logo. Photo illustration: Ryan Trefes

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Burger King revealed its first total rebrand in over 20 years as it looks to win back sales from rivals like McDonald’s and Wendy’s. A branding expert and reporter explain what Burger King is trying to say with its new logo. Photo illustration: Ryan Trefes

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Burger King’s New Logo Strategy, Explained by a Branding Expert 

Narrator: Here's Burger King's logo from 1999. And here it is at 2021. It's the company's first rebrand in over 20 years. But, this new logo might look really familiar. ♪ Have it your way ♪

Narrator: So, we talked to a branding expert, a reporter, and consumers to test the thinking behind the rebrand.

Back in 1999, I was on the team that worked on the redesign of the Burger King logo.

Narrator: Debbie Millman has been helping companies rebrand for 30 years. She says gradients and artificial colors are design features prominent in the old logo. Those elements were popular in nineties, when many logos were shiny and round. But, she says the 2021 rebrand is trying to communicate something more.

One of the big strategic imperatives of the redesign was to communicate the quality of the food. All of the colors in the identity correspond with something very specific, whether it be the actual color of a bun, or the actual color of a tomato.

Narrator: She says people generally see color first. Then, shape. Then, numbers and words. The new logo is not only designed to look like a burger, but it's also.

A perfectly proportioned shape that allows people to see all of the elements at the same time.

Narrator: She says this design fits with current logo trends.

When you look at these three current logos, you see a certain flatness. You see a lack of shine.

Narrator: But, Burger King says the new logo is meant to feel retro and nostalgic, as it was inspired by two of its previous logos.

They want to be a more sustainable company. What better way to talk about sustainability than bringing back elements that you once used before in a re-imagined way?

Narrator: While these logos may look similar, Millman says there are some key differences.

The shape of this logo is very different. Here, we're out of proportion. You can park a car in this space between the buns and the type. This type is very squiggly. This type is very techno-pop. Whereas this type, a sort of variation on Cooper Black.

Narrator: Burger King created this custom typeface called "Flame," which is inspired by the shapes of its food. This rebrand comes at a time when the company's standing among US fast-food chains has been slipping. For decades, Burger King had been the number two burger chain by sales behind McDonald's. But in 2020, it dropped to third behind Wendy's.

And at the same time, McDonald's was really gaining shares. That has come at Burger King's expense.

Narrator: Executives say outdated restaurants, overly complex menus, and slow operations tarnished Burger King's reputation among consumers and investors. This year, two of its largest franchisees filed for bankruptcy. The company says it's set to close up to 400 US locations by the end of the year.

That is a big deal when your franchisees go bankrupt. That's not a great sign. In the bankruptcy filings, you know, they have said that the huge rise in costs last year that a lot of restaurants experienced to both the labor and commodities was not offset by enough sales.

Narrator: So, when Burger King rebranded in 2021, the goal was to have.

A simpler, less cluttered logo that goes back to their roots and really highlights the Whopper. ♪ Whopper, Whopper, Whopper ♪

Burger King has done some reformulation of their products. They have tried to update the ingredients and to make the healthier.

Narrator: By September 2021, it had banned 120 artificial ingredients from its menu, including high-fructose corn syrup and several food dyes. That year, the company also appointed formed Domino's executive, Tom Curtis, as its president for the US and Canada.

He really decided that Burger King needed to do a better job at focusing on the profitability of their franchisees. So, they took certain items off the value menu, or shrunk the proportions of the value menu. And then he really got into the kitchens and looked at the operations. Were these kitchens running the way they should?

Narrator: In 2022, Burger King announced it would invest $400 millions dollars to boost advertising over the next two years, and update around 800 US restaurants, which means.

New technology. New modern furnishings. New exteriors. Or, a whole new restaurant.

Narrator: But, it's the franchisees who decide if, and when, they want to invest in these changes, which is why many locations still have the old logo. Even though Burger King's rebrand is still being rolled-out, the company says its same-store sales have stabilized.

The profitability of their franchisees, which they never used to report before, is improving, according to what they say. But, the management team acknowledges they have a lot of work to do.

Narrator: According to Millman, the new logo should communicate clean ingredients, sustainability and an emphasis on the Whopper. But, how much is the new look really helping?

Yeah, I do remember seeing this, but I feel like they used to have a logo like this then.

Its giving like clean girl aesthetic.

The Burger King thing is smaller. It might be like some sort condition more to like health foods.

I feel like it's trying to be a little bit of a retro throwback.

This is more like trying to get into like the gen Z space.

It's just the bun, and like this like ketchup red.

You can see it looks like a burger.

It looks like a burger, so it would make me want to buy a burger more.

Well, I think the company sees it as a success so far. I mean, again, early innings. But, they've said that this is helping get more consumers in the US. And I think they are happy that its brought some new buzz.

What Burger King’s New Logo Says About Its Strategy

News moves fast, and there's not always time to untangle the complex forces driving the day's biggest stories. WSJ Explains breaks down big market moves, business and economic trends, and scientific developments to help you stay ahead of the curve.

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