Burger King is ringing in the New Year with a vibrant new brand identity, designed by the agency Jones Knowles Ritchie. It’s the fast food company’s first brand redesign in 20 years, and it includes a new logo, packaging, restaurant merchandise, menu boards, uniforms, restaurant signage and decor, and social media, digital, and marketing assets. The brand identity has a custom serif typeface and retro colors, like mustard and burnt orange, that mimic the organic shapes and colors of Burger King’s menu items. The result is an expressive, natural look, that feels distinct from competitors.
Smith was executive creative director at Chobani when the company rebranded and introduced homespun, friendly Americana to the yogurt aisle. It was such a fresh concept and in such stark contrast to other yogurt brands, it launched a retro trend we’re still seeing today. There’s a parallel here in foregoing minimalism in favor of expressiveness. “I’ve always loved textures of photography and illustration and having a really rich toolkit that brands can use but that are very recognizable. This could’ve gone so many different ways but this is what was right for this brand.”