Burger King amazes customers with ‘trippy’ new logo for first rebrand in 20 years

Last week we discovered Amazon had created a new logo for its smartphone app that was meant to look like a packing box, with its signature smile and a piece of blue tape along the top.

The design came under fire from social media users who couldn’t help but compare the tape to Hitler’s moustache, with one writing: “Amazon’s new app logo is Hitler with a blue moustache.”

But while that one may not have been a smooth launch, it seems Burger King’s new branding, designed by Jones Knowles Ritchie, has proved incredibly popular online.

The fast-food chain released a new simplified logo and packaging design inspired by their branding from the 90s, with the words Burger King in red, encased in a burger bun.

Many people loved the nostalgia of it, with one person commenting: “Love a good retro rebranding.”

Others didn’t find it very impressive due to the similarities between the old logo.

However, some people were quick to spot that the company had also created a second logo which featured very briefly in a promotional video.

Upon first glance, this logo features a simple red letter ‘K’ in a burger bun.

On closer inspection, it soon becomes clear that the shape of the logo is a ‘B’, meaning it cleverly features both the company’s initials.

This design blew many people’s minds, with some taking to Twitter to brand the artwork “trippy” and “stunning”.

One person wrote: “This rebranding by Burger King is trippy and amazing.

“See the K. See the Burger. Now see the B.”

A second posted: “Whoever designed the new Burger King logo should be allowed to design EVERYONE’S logo. Absolutely stunning bit of design. wild applause.”

“The new Burger King logo is a B and a K and a burger AT THE SAME TIME,” proclaimed another impressed customer.

Meanwhile, a user named Roberto Venegas claimed his wife helped design the logo, tweeting that he thinks she’s a “genius” and adding that he’s not sure yet how Burger King plans to use the smaller logo but “there is a video out there where you can see it for a second”.

Speaking about the Burger King rebrand, the graphic designers from Jones Knowles Ritchie said: “For Burger King’s first global rebrand in more than two decades, we set out to make the brand feel less synthetic and artificial and more real, crave-able and tasty.

“We were inspired by the brand’s original logo and how it has grown to have an iconic place in culture. The new logo plays homage to the brand’s heritage with a refined design that’s confident, simple and fun.”