Burger King's overall image design case

In the past 25 years of the operation of Burger King, its brand has only made a few changes, with the company's development, in order to re-establish its status as a fast-food giant, decided to make a comprehensive improvement of its brand, the company hopes to create a stable The strong brand image enables all aspects of the brand (such as trademarks, signage, restaurant design, and packaging) to be familiar to consumers.

1. Sterling Design Group accepted the commission to cooperate with Burger King's brand design team.

Burger King hopes to still maintain the design factors of sweet bread in the old brand, but the goal is to gradually form a highly influential brand mark. They hope they do not have to be fashionable, but they can adapt to the pace of the times and show strong vitality. The old brand identity is very popular and very gentle. Everything is curved. The font is round, the shape of the small bread is also round, and the yellow and red are in warm colors, lack of rhythm and vitality.

Brand design process

Sterling Design Group and Burger King’s brand design team have made several attempts on trademark design, including adding a flame pattern to the design to highlight that Burger King is fire-baked. Also tried different font colors. However, the design did not include too many elements. They believed that the application of new trademarks would be ubiquitous and overly fancy would weaken their visibility. Of course, in order to break the mildness of the original trademark, the new brand added blue, which greatly increased the activity of the design. In the end, the designer has retained the image of the bread in the original brand logo because it reflects the charm of the brand. The designer expanded the font to the periphery of the bread to highlight the delicious sandwich. The slightly tilted state shows vitality and dynamics. From the whole process of the new brand design, designers have retained some of the factors of the old brand, to avoid people can not recognize, resulting in the heavy losses of Burger King.

2. With the establishment of the new brand, Burger King has commissioned Fitch to design the three-dimensional appearance of the brand, including interior and exterior design of the building, commercial decoration and some placards in the Burger King restaurant. The internal design focuses primarily on designing efficient layouts for the convenience of consumers. For example: to provide special space for ordering dishes and dishes, the redesigned menu shows only the dishes of the day. The survey found that people like to quickly obtain food, but they want to relax in the dining environment, so in the adjustment of the environment, the layout of several seats into the design of the program, including large bright spaces and couples prepared for groups, families table. The lighting layout was also elaborately designed. In terms of packaging, a transparent bag was also designed so that people can clearly know what is in the bag and it is not necessary to open the bag for inspection. Even at each table, a button prompting the waiter is set, and when the customer needs the service, the button can be pressed. This idea makes the customer very satisfied.

The new brand embodies such a philosophy: it pays close attention to customer expectations for fast food restaurants. This has made Burger King rise in the competition and is unique. So far, consumers have responded positively to the brand, sales have also skyrocketed, restaurants are new and business is booming.

Figure 1: The old brand identity and its shopping environment

Figure 2: Initial design sketch

Figure 3: The final new brand image

Figure 4: Brand application on new packaging

Figure 5: Environmental Applications of New Brands and New Plans