Taylor C
September 6, 2022

Talking Rebrands - Part 1: Burger King

An Indianapolis branding agency analysis of Burger King

For the first time in twenty years, fast food giant, Burger king decided to take on a rebrand. First of all, this is jam-packed with a revamped logo, packaging, and uniforms. Emphatically, the focal point of the rebrand was the logo and colors. Opposed to the 2000s logo, their rebrand looked strikingly similar to the logo Burger King used through the 20th century. The goal was “to pay homage to the brand’s heritage with a refined design that’s confident, simple and fun”. The rebrand centers in on their renewed commitment to digital centric expression, improvements to food quality, and environmentally minded decision-making.

Additionally, reducing elements of the logo makes it more versatile because it is wider on a variety of sizes and devices. Simplifying and removing the slant on the old text and asymmetrical blue swoosh give the logo more uses. The new typeface maintains its bold weight, with much more rounded and natural-looking edges. This is done with hopes of capturing the organic shapes of their ingredients. They reflect this in their more neutralized color palette. Furthermore, using more earth tones amplifies the essence of natural ingredients and being environmentally aware.

The brand observed through packaging

Their packaging and new advertisements is reminiscent of the minimalist approach that McDonald’s recently took on with their new advertising. However, Burger King utilizes a more neutral color palette. Replacing the vibrant primary colors with earthy tones captures a new sense of authenticity between them and their counterparts. Indianapolis Brand Agencies observe their new verbiage in their advertisements and slogans on packaging. It is clear that they are trying to be more transparent. “No secrets in our sauce” and “bring napkins, get messy” are simple phrases. However, they carry a lot of nostalgia and playfulness. This is very important in maintaining relationships with the consumer because it builds on that level of trust and authenticity. The ebb and flow of the typeface mirrors those of rivers or trails and adds to their more proclamation of environmental awareness. 

The Burger King rebrand and our analysis as one of the Indianapolis branding agencies

This is clear as they played advertisements bringing awareness to climate change and the current state of the livestock industry. Furthermore, they removed all artificial preservatives from the whopper in February of 2020. Creating visual and physical changes that are completely in accordance is a difficult, but important aspect of rebranding. Concurrently, they Mirrored the removal of preservatives from the Whopper through the visual addition of the earth tones and natural-feeling font. We are confident that moves like this should prove to be successful over time. As a result, they reinforce the same idea through the stimulation of multiple senses for the consumer.


For commercial giants, it seems to be no secret that minimalism will play a role in every big players adaptation. As our world is becoming more digital every day, design needs to keep up with the constantly evolving screen sizes. This is for a number of reasons including that mobile applications and digital ads need to be displayed on. It could also be the recent shifts in social climate that we have seen resulting from the pandemic, black lives matter movement, and massive shift towards going mobile & e-commerce. Regardless, It’s no coincidence that both Burger King & McDonald’s rebrands have drawn comparisons to Apple. If you have any questions about taking on your own rebrand, contact an Indianapolis Branding Agencies today.


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