Burger King changes logo.

Burger King Rebranding

Burger King Rebranding

Burger King changes logo.

Burger King’s mission is to transform its business by achieving the highest standards of food quality, sustainability and restaurant experiences in the fast food industry. It was time to change their visual identity so that consumers feel comfortable.

For the first rebranding after two decades they decided to make the brand less artificial and more real, desirable and tasty.

Inspired by the brand’s original logo and how it has grown to have an iconic place in culture. The new logo pays homage to the brand’s heritage with a refined design that is safe, simple and fun.

To celebrate Burger King’s great leap forward, they introduced a photographic style that uses large, dramatic close-ups to make people crave food and to communicate its freshness, grilled perfection, and most importantly, taste.

An irreverently bold typeface, Flame Sans evokes the natural, organic forms of food. Warmer colors bring to life fresh, vibrant ingredients and the brand’s signature flame grilling method.

The evolution of the logo shows how Burger King has sought a return to its origins by returning to the 70s style.

Even the outlets have changed, to adapt to modern times.

Brand Strategy & Brand Identity: Jkrglobal


Do you know what Burger King’s most famous slogans are?

  • Have it your way. — This is the longest-running slogan in the United States. Burger King has been using it since 1973 (in Italy it is translated “as you want it”) and it is a reference to the customization of the flagship Whopper sandwich
  • Are you hungry for Burger King now?
  • Burger King: Where kids are kings.
  • When you have it your way, it just tastes better.
  • If you ask us, it just tastes better.
  • Your Way Right Away
  • We’re America’s Burger King.
  • Home of the Whopper
  • The Fire’s Ready
  • Fuel Your Fire
  • Never fried, always fired.
  • Get Your Burgers’ Worth
  • @ BK You Got It!
  • We do it like you’d do it!
  • We know how burgers should be.
  • The BEST Food for FAST Times.
  • It takes Two Hands to hold my Whopper
  • Magic makes it Special when you’re with Burger King.
  • BK Tee Vee: I love this place!
  • Aren’t You Hungry?
  • Got the Urge? Come to Burger King
  • Burger King, where you’re the boss!
  • BK4U
  • In the land of burgers, Whopper is king.
  • Got the Urge?
  • Wake Up With the King
  • Burger King Kids Club: Great food, cool stuff, kids only.