Burger King revamps its brand for the first time in over 20 years

By Sheila Dang

(Reuters) – Burger King has redesigned its brand, including its logo, food packaging and restaurants to reflect improvements such as the elimination of preservatives, the fast-food chain said on Thursday.

“We’ve done a lot in terms of food quality and experience,” said Fernando Machado, global chief marketing officer for Restaurant Brands International, owner of Burger King. “We felt that ending all of this with an upgrade to our visual identity would help signal to our consumers that this is an evolving brand.”

The rebranding, Burger King’s first in more than 20 years, includes a new logo with a rounded font that mirrors the shape of its burgers and other menu items.

The bright colors in shades of brown, red and green are a nod to Burger King’s flame-cooking process and its use of fresh ingredients, the company said.

Burger King announced earlier this year that it would remove all artificial colors and preservatives from its Whopper burgers as fast-food chains increasingly introduce healthier options to keep up with consumer tastes.

The company’s famous quirky plastic-faced mascot – The King – isn’t going anywhere despite the rebranding.

“We love him the way he is and he’ll continue to be weird,” Machado said.

(Reporting by Sheila Dang, editing by Nick Zieminski)