(Reuters) – Burger King has redesigned its branding, including logo, food packaging and restaurants to reflect improvements such as the elimination of preservatives, announced Thursday by the fast food chain.
“We have done a lot in terms of the quality and experience of the food,” said Fernando Machado, global marketing director of Restaurant Brands International, owner of Burger King. “We felt that wrapping this up with an update of our visual identity would help signal to our consumers that this is an evolving brand.”
The rebranding, Burger King’s first in over 20 years, includes a new logo with a rounded font that mirrors 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 grilling process and its use of fresh ingredients, the company said.
Burger King earlier this year announced it would remove all artificial colors and preservatives from its signature Whopper burgers as fast food chains are introducing more and more healthier options to suit consumer tastes.
The company’s famous plastic-faced mascot – The King – is not going anywhere despite the rebranding.
“We love it the way it is, and it will continue to be weird,” Machado said.
Reporting by Sheila Dang, editing by Nick Zieminski