PPB March 2021

In Burger King’s new logo, which looks markedly similar to its original ’69 logo, it nixed the 3D design for a flat, cleaner image, which shows Burger King written in a red, capitalized boldface font, nestled between two buns, resembling a burger. Packaging features the names of ingredients used in the enclosed food products written in large Flame Sans font; a typeface that creative agency Jones Knowles Ritchie—which has locations in London, New York, Singapore and Shanghai—said mimics the natural and organic shapes of food. Branding represents playful graphics of people interacting with and enjoying the experience of their BK meal. Burger King also chose a warm color palette of “BBQ Brown,” “Firey Red” and “Flamin’ Orange,” inspired by the company’s flame-grilling process, and eliminated blue, which included removing the blue swish seen in its former logo (the swish had been added to represent Burger King becoming available to consumers all over the world). Employee uniforms changed to dark brown and feature a white-, orange- and red-striped, collared trim, as well as the updated logo. The fast-food chain used its old- school-looking rebrand to highlight larger efforts made to improve the quality of its food, and to dismantle public opinion of fast food being unnatural and cheap. In September 2020, Burger King updated its packaging to list all the ingredients, and to reflect a move toward producing a healthier product. The company also announced that by that time, 85 percent of its permanent menu items in the U.S. would be free of artificial flavoring, artificial preservatives and artificial colors, and it is striving toward a goal of 100 percent this year. By giving the fast-food brand a fresh look and feel, the company is communicating its dedication to producing quality food, and offering customers a tasteful meal and carefree mealtime experience that continues to adapt to customers’ needs as they change over time. WATER COOLER To Type(ography), or Not To Type(ography) New trends in typefaces draw inspiration from the groovy era and the disco days, from collaging and layering, but also from simplicity. It certainly goes without saying that typography plays a critical role in brand messaging, perception and recall. Typography is so powerful that the difference between a perfectly designed logo, which accurately reflects a brand’s mission and feel, and messaging that is generic or—yikes!—poorly designed, can determine whether that company receives the attention and business it deserves. There’s certainly no shortage of internet memes about when typography goes wrong: think Chanel’s “I love Coco” advertising campaign, which read “I love Cow” because of a poor typeface selection. Looking ahead, The Word Counter blog—a blog used by copywriters and digital marketers to count the characters in their social media posts—compiled a list of eight typography trends we’re sure to see in branding this year, and the international companies and professionals already using them. 1. Svelte serif fonts: Serif fonts are decorative, but the embellishments are also what make for easier reading, particularly of longer passages. Svelte serif fonts are often described as timeless, and due to their delicate look, these fonts are a favorite for beauty and direct-to-consumer brands. Companies using it: Neuebel, a web-based font foundry, and Netherlands-based LOFF Wellness. 2. Outline fonts: Fully transparent in the middle with room to play on border thickness, outline fonts look just as they sound. They’re great for making a statement, directing the eye and drawing attention in a way that’s not overwhelming. Companies using it: Japanese designer Ukyo Masuda and Aldo’s Step Into Love campaign. 3. Evolved Brutalist: Brutalism was a popular architectural style during the late ’50s through the ’60s, known for its purposeful simplicity, rawness and transparency, which creates an ominous, grim feeling. The evolved Brutalist style takes elements of traditional Brutalism, like the clean, sharp edges, and adds retro elements, including an array of colors and shapes, for a much different feel. Companies using it: New Zealand-based Porter Packaging and Chinese interactive designer and developer Nathan Taylor. Alhovik / geen graphy / Mott Jordan / Munerf.std / Number 86 / rikkyall / Shutterstock.com 68 | MARCH 2021 | THINK