A Quick Look At The “New” Burger King Logo
It seems like a decision made on a whim, but a big corporation like Burger King must have given some thought before making the decision to cut the blue and go flat in the new logo style. Going back to the logo seems like an appropriate choice when we think about the cost of merchandising and packaging.
I would have never thought that I could ever say such thing as “Burger King just married the same woman twice”, but that’s sort of what happened in the first week of 2021 when they officially stated they go back to the logo used in the 90's.
The structure of the logo used in the 90’s (and from now) is symmetrical. Symmetry is visually-appealing to the human eye. Of course, beauty and visually pleasing imagery can be find in various objects, but symmetry is a key way of achieving an aesthetic that is most likely to appeal to a wide range of people (something that a Burger King-sized fast food restaurant chain supposedly seeks to accomplish).
Some might think a logo with a flat look seems outdated and boring, yet that is one of the goals of a graphic designer during the design process to make sure that a logo is timeless. This is more likely to be accomplished by the logo they decided to go with this time.
At the end of the day, logos should all be as simple as they can be. The blue swoosh on the left side was an unnecessary design element in the previous logo and even considering this it seems like Burger King made a right decision going back to one of the alternatives.
Even though it may come with negative connotation that a fast-food chain chooses a logo from their past rather than open up to design something completely new, but it’s important to remember that design is not necessarily good just because it’s entirely new.
