The document discusses Burger King's rebranding and new logo design. Some key points: 1) Burger King overhauled its menu, removing artificial ingredients, and emphasized sustainability efforts. The new logo modernizes the brand while maintaining classic elements. 2) The logo redesign creates a cleaner, simpler look that is better suited for digital platforms and mobile screens where visual cues must stand out. 3) A new font called "Flame" was designed for both still images and motion, with no sharp edges to allow words to stretch and convey movement on packaging and animations.

1. Logo Designin a Digital Age

3. Behind the Burger King Redesign
• BK overhauled its ingredients, removing artificial colors, flavors and
preservatives, and put more emphasis on sustainability efforts
• New logo reflects this and has “…modernized the brand but also
makes the brand even more classic.”
• It is a new look that’s more fitting for today’s digital screens,
packaging, uniforms and even BK’s drive-thru lanes

4. • Starting in 1999, Burger King began using a more circular design with
a blue outline that has a bit of a "swoosh" feel.
• A cleaner, simplified look is what brands need for visual cues on
mobile phones and in cluttered social media feeds.

5. • New font, dubbed Flame, was
designed for stills and
movement. The lettering has no
sharp edges and can stretch to
showcase words such as melty
and juicy on sandwich wrappers,
for example, and conveys
movement in animation.

7. • Retiring “Blue” color and building a more unified brands
• New primary colors, inspired by flame grilling, are Fiery Red, Flaming Orange
and BBQ Brown.
• Secondary palette includes Mayo Egg White, Melty Yellow and Crunchy Green.

9. General
Motors
New
Logo