NEW YORK (Reuters) – Burger King has redesigned its brand, including its logo, food packaging and restaurants to reflect improvements such as the removal of preservatives, the fast food chain announced on Thursday
“We’ve been doing a lot in terms of food quality and experience,” said Fernando Machado, global marketing director at Restaurant Brands International, owner of Burger King. “We thought putting all of this in touch with an update to our visual identity would help our consumers say it’s a brand that is evolving.”
The brand change, Burger King’s first in more than 20 years, includes a new logo with a rounded font that reflects the shape of its burgers and other menu items.
Bold colors in shades of brown, red and green are a nod to Burger King’s flame grill process and its use of fresh ingredients, the company said.
Burger King earlier this year announced that it would eliminate all artificial colors and preservatives from its Whopper burgers, as fast food chains are increasingly introducing healthier options to suit consumer tastes.
The company’s famous quirky plastic-faced mascot, The King, isn’t going anywhere despite the brand change.
“We love him as he is, and he will continue to be weird,” Machado said.
(Report by Sheila Dang, edited by Nick Zieminski)
© Copyright Thomson Reuters 2021