Burger King

I chose a well-established brand, Burger King, for this 3D logo proposal project.

In 2021, Burger King redesigned the logo. The new logo is similar to the logo they used in the 90s. In research from Beausoleil (2021), the company wants the logo to evoke positive feelings. They want to target the millennials particularly, as this group has the most spending power. Compared to the 90s version, this new logo uses a brighter and richer colour tone. The font they used in the logo is the custom-made font called "Flame". "The chain said the font is inspired by the shapes of its food because it's "rounded, bold and yummy."" (Jordan Valinsky, CNN Business, 2021).

As a millennial, Burger King was my favourite food chain restaurant when I was a junior school student. Unlike the hamburger in Mcdonald's, I will consider the whopper as the real food with less preservative, tastier and healthier. I like their new logo as it's just back to basic, the font is cute, and the design is much simpler than before.

Figure 1:

Beausoleil, M. (2021a, January 12). Burger King Logos [Image]. Medium. https://medium.com/swlh/the-psychological-power-of-nostalgia-in-burger-kings-throwback-logo-fcf836f61821

I use many bezier points on the 3D logo to ensure the logo is rounded enough. I didn't add any other style effect to the logo to simplify the design, such as the bevel. Instead, I prefer to use the lighting to enhance the 3D form shape. The background lights use a warm tone to match the brand's colour tone. I make the elements keep spinning and rotating during the entire logo animation, which helps create the feeling of fun and delight.

Moodboard

• Figure 2:

  Burger King Corporation. (n.d.-a). Burger King rolls out a refreshingly familiar new look [Illustration]. https://www.adweek.com/brand-marketing/burger-king-rolls-out-a-refreshingly-familiar-new-look/

• Figure 3:

  Burger King Corporation. (n.d.-b). Impossible Whopper [Photograph]. https://www.burgerking.ca/impossible-whopper

• Figure 4:

  Burger King Corporation. (n.d.-b). Burger King’s new 2021 logo [Photograph]. https://www.deseret.com/u-s-world/2021/1/8/22221005/burger-king-fast-food-brand-resdesign-classic-fresh-whopper-mcdonalds-wendys

• Figure 5:

  Burger King Corporation. (n.d.-b). Burger King Rolls Out a Refreshingly Familiar New Look [Illustration]. https://www.adweek.com/brand-marketing/burger-king-rolls-out-a-refreshingly-familiar-new-look/

• Figure 6:

  Burger King Corporation. (n.d.-e). The exterior of a redesigned restaurant [Rendering]. https://www.cnn.com/2021/01/07/business/burger-king-new-logo/index.html

Storyboard

1. Realistic 3D whopper appears in the middle of the screen, rotate slowly.

2. After 2 seconds, the buns expand, and the ingredients start to fly and keep rotating.

3. The buns and the ingredients turn to the logo name in a vertical line.

4. Logo appears at the end of the screen.