When branding gets a makeover: the Burger King case

The well-known U.S. fast food chain has decided, after more than two decades, to change its look and has made it possible through a major rebranding . In fact, at the beginning of 2021, the company launched a new logo on its channels that graphically incorporates many elements from the past: in line with a renewed philosophy of the brand itself that focuses on essentiality and the importance of raw materials. But that was not the only innovative element. Let’s analyze it together!

What is rebranding

Before we define rebranding and when to implement it, let’s start with the basics: the fundamental definition of “brand.” A company’s brand is the trademark, consisting of logos, slogans and images that are used as a distinctive sign to distinguish and recognize its business. It is the fulcrum from which the entire corporate brand image starts, and doing branding means precisely working on its meanings, making sure that the audience grasps the founding image and idea of the brand itself .

Thus, we speak of rebranding when we opt for a strategic change: in fact, it is an important marketing action that aims to renew and reposition the previous brand by acting on brand and corporate image . It can either be a gradual process or a totally revolutionary one that can create a breaking point with the past in view of new goals. The motivations for working on brand identity can be diverse, from an expansion of the company to a change in mission, or related to a change in the main audience segment, or, again, to focus more on the message to be conveyed. We have often seen such operations, and Burger King is only the latest in a long and important series: Google, for example, has changed its brand several times over the years, as have McDonald’s, Apple, and Audi.

Burger King: not just the logo changes

The chain was founded in the 1950s and has since established itself in the fast food market, thanks in part to its famous Whopper sandwich. It was not until 1969 that the company had a logo that was easily recognizable among consumers, formed by the red lettering enclosed inside a hamburger bun. Since then it has been revisited several times with restyling works, culminating in the version available until recently, the 1999 version, featuring a blue semicircle and brighter colors.

The change of direction inaugurated this year sees a return to the original graphics but with some peculiarities: the logo that has been chosen turns out to be minimal, without the blue ring that surrounded the essential elements and with the writing in the center made with an entirely new, simple and rounded font. The colors, which are more genuine and less bright, hark back to the products and heritage of the brand itself as a true “back to basics. The intention was to emphasize no longer the speed of service, which is the hallmark of fast food, but the product and its quality by continuing the direction of the campaign already started in 2020 and focused on removing preservatives and focusing on greater sustainability. Employee uniforms have also undergone changes, as has the packaging, which has become more basic but enriched with fun phrases and words and a color scheme that increasingly includes green (hinting at the concept of green, vegetables in general, and other natural products).

Burger King, a client of Spada Media Group for OOH (Out Of Home) advertising campaigns in Milan, is therefore trying to keep up with new trends by emphasizing its attention to raw materials, people and the environment.

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