NEW YORK (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 announced Thursday.
“We’ve done a lot in terms of food quality and experience,” said Fernando Machado, global marketing manager at Burger Brands International, which owns Burger King. “We believed that all of this, through an improvement in our visual identity, would help to show our consumers that it is a brand that is evolving.”
The rebrand, Burger King’s first in more than 20 years, features 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 frying process and its use of fresh ingredients, the company said.
Burger King announced earlier this year that it will remove all artificial colors and preservatives from its distinctive Whopper burgers, as fast food chains are increasingly introducing healthier options to suit the taste of the consumer.
The company’s famous peculiar mascot – The King – will not go anywhere despite the renaming.
“We love him the way he is, and he will remain strange,” Machado said.
(Reported by Sheila Dang, edited by Nick Zieminski)
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