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Burger King Changes Its Logo After 20 Years

Burger King Changes Its Logo After 20 Years

The chain wants to promote a cleaner, healthier brand

Dominic Smithers

Dominic Smithers

Burger King has changed its logo for the first time in 20 years.

The fast-food chain has unveiled its new look, which will be rolled out across its international brands over the coming months and years.

According to the company, it is part of a strategy to change the perception of Burger King.

Instead of being a meat-centric brand, the giant is focusing on its 'food journey', highlighting its move to cleaner and healthier ingredients.

In a statement, Raphael Abreu, head of design at Burger King's parent company Restaurant Brands International, said it was a huge moment for the company.

He said: "Design is one of the most essential tools we have for communicating who we are and what we value, and it plays a vital role in creating desire for our food and maximizing guests' experience.

"We wanted to use design to get people to crave our food; its flame-grilling perfection and above all, its taste."

The chain is promoting a cleaner, healthier brand.
Burger King

This isn't the first time Burger King's marketing department has made waves in recent months.

During the pandemic, the food and drink industry was hit badly by the effects of lockdown.

And in a bid to support smaller, independent eateries, BK stopped advertising on its Instagram account, instead offering space to local restaurants.

Announcing the move on its social media channels, a spokesperson for Burger King UK said: "There's more to life than the Whopper.

"There's Roti King, Sultan's Palace, Tayyab's, Eco, Dumplings Legend, Ochi's, Damak, Platzki... In short, there are many great dishes from thousands of restaurants that deserve to be as famous as the Whopper.

"As we head into Tier Three across more parts of the country, it's clear independent restaurants need all our support.

"So we decided to give you a break from our burger pics and make our Instagram available to all these restaurants.

"Until they can reopen, they can advertise on our Instagram for free."

Burger King added: "Friends from the hospitality industry: if you want us to share your signature dishes on Instagram, post it with #WhopperWithFriends."

At the time, Burger King was praised for putting the needs of other, smaller companies ahead of their own profits.

Commenting on Twitter, one user said: "Talk about brands with balls and empathy."

Another echoed these sentiments, writing: "This is really a great gesture, especially during such tough times. You won my heart. Respect x 100. Also, there's an amazing PR team at work."

Featured Image Credit: Burger King

Topics: World News