Case Studies





Burger King Case Study


After about 20 years, in Jan 2021, the third most valued fast-food restaurant brand and the whopper’s home, ‘Burger King,’ changed its logo. Burger King has switched back to its old version of the logo, rather than calling it a new logo. Lisa Smith, Executive creative director at Jones Knowles Ritchie and designer of the Burger King, commented on the logo change by saying, “We explored a lot of different design territories, but kept coming back to the brand’s original iconic logo from 1969 and 1994 when Burger King looked at its best”.

New logo in the Old Shadow:  The new Re-branding Tactic. The new logo is an improved version of their old logo, which the brand used from 1970  to 1990. It has retro vibes, which indicates the idea of less complex and processed times. The logo has been rebranded with colors inspired by whoppers including yellow, orange,  brown. They have used a “flame” font. But it was not something out of the box which people were expecting. Many branding professionals appreciate the new visual identity, whereas many criticize it too.
Let’s go on by taking each of the opinions open-handed. Burger King said in a press release that the new “minimalist logo seamlessly meets the brand evolution of the times.” It also pays tribute to the brand’s 64-year-old history, with the refreshed look emulating an old logo used from 1969 to 1999. According to a report, this logo change reflects the recent improvements done by the brand in food quality and taste by shifting to healthier options and removing all artificial ingredients from its food.
The new identity is also being praised because it is more modern, digital-friendly. Few are vouching as the contemporary retro design reflects the heritage of Burger King. New employee uniforms are part of Burger King’s makeover, which combines “current and comfortable styles” (such as t-shirts and jackets) with modern graphics and brand colors inspired by the Whopper, such as brown, orange, red, and green. Those who were critical of the last logo said the blue color doesn’t go with a food brand as a rule, and swoosh makes it more of a sports logo.
The rebranding has excluded the blue color, which was a great decision. If we go by the rules Blue shouldn’t be included in Food and beverages as Blue is known to decrease appetite and diminish hunger when it comes to food. Defined, it’s the most unappealing hue. If there is very little food present of blue color, our mind automatically makes us lose our appetite when we see blue color in any food-related thing. Some of us also think that blue is not a youth-oriented color, and being the target audience of burger king, this doesn’t go hand in hand. The new logo resembles a burger, as it has in the past, although it isn’t exactly a carbon copy—the “bun” appears more like an actual bun this time, and it is more updated. The logo, on the other hand, represents the chain’s emphasis on food as well as making it digitally friendly to dwell in the changing world.
Burger King’s New Logo: Our 2 cents on it
Burger King’s logo required subtle improvisation, not overhauling of the logo. The logo needs some tweaks and twists to give it a new life. Swoosh in the previous logo had a feeling of energy and youthfulness. A swoosh cannot be interpreted just for sports and athleticism. Alternatively, its synonym is the sentiments of young, joy, and cheers which goes with the youth and perfectly blends with the burger king logo by targeting the hit audience.

The previous logo was designed when Burger King started its journey, making it go back to square one. Other brands should consider this a hundred times before taking such a decision as not every business is the same.

  • In our version, we would remove the gloss feeling from the design. As the gloss appearance makes the food look either plastic or metal, it doesn’t give a good sense while eating food.


  •  According to my the strategic decision to remove the Blue color is a good move but if they give a green color to the swoosh thing would have done a better job in retaining the message correctly. The green color would also do justice with a very significant aspect of Burger King’s delicious food that would be highlighted with the new version made with fresher and organic ingredients making it a ‘Clean food’. So changing the color of the swoosh from blue to green would be considered as killing two problems with one stone. But in reality, it is an opportunity lost for Burger King.


  • Also, we are not comfortable with many round edges in the design, and it is too soft to digest. Bun-shaped corners have roundness. The corners of the text are also rounded. The logo should be the perfect combination of roundness and flat icons, not giving too many soft feelings or too many hard feelings. The previous version had a good contrast of sharp and rounded edges in the shapes and text, making it a perfect blend, which is entirely missing in the new logo, and it is the point where the new logo lacks.

If Burger King had decided to launch a new identity, this is an opportunity lost. The new logo is too plain, simple, and evident that it doesn’t hold the characteristics of a minimal logo design. Also, if they wanted to change the logo, they would have done it back in the ’90s only. If they decide to change the logo after 20 years, they should have done something like bang! But the new logo hasn’t been able to create such an impact. People connect with the brand through its product and logo, and the brand should maintain this attachment by brand consistency.
To be honest, We showed the new logo to kids of various ages. Without taking much time everyone wanted to go with the brand’s previous logo. Burger King has stated in supporting their decision of logo change, i.e., that people will connect more with their previous logo as it was the one which makes them the best. But what they did forget was that their target audience 20 years before is not their audience now. And the one whom they target presently has seen their previous logo only and connected with it. They perceive the brand with that swoosh and bun making a pun.
As there would always be varied opinions among the designers, So we also have. Brands can consider or ignore these two cents according to their perceptions and keep evolving to be better.

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