Burger King, a long-standing giant in the fast-food realm, made a significant stride in 2021 by revisiting its roots in a comprehensive rebranding initiative. This revamp, executed in collaboration with the creative agency Jones Knowles Ritchie, touched upon every facet of the brand’s visual identity, from the iconic logo and food packaging to the staff uniforms. The outcome is a vibrant yet minimalist aesthetic, playfully nodding to the restaurant’s celebrated history while embracing a contemporary feel.
The updated Burger King Uniform transcends the typical polo shirt and t-shirt ensemble, presenting employees with a versatile mini-wardrobe. This collection features a range of pieces in a rich chocolate brown, energized by accents of orange, red, and yellow. These colors are a direct homage to the brand’s 1970s heyday, yet the overall design maintains a strong sense of inclusivity and modern appeal.
Employees can now mix and match t-shirts emblazoned with bold graphics of burgers and fries with stylish track-inspired jackets. Adding to the uniform’s functionality are utilitarian aprons, proudly displaying “Flame grilling Since 1954” in the distinctive neo-retro Flame Sans font. This font choice, with its rounded edges, further reinforces the brand’s retro-modern direction. Mirroring changes seen on employee t-shirts in Germany, the globally recognized glossy, circular logo, in use since 1999, has been replaced with Burger King’s original logo. This classic design features the “Burger King” name nestled within a simple burger bun graphic, a powerful symbol of the brand’s core identity.
Fernando Machado, Burger King’s chief marketing officer, had envisioned creating an iconic Burger King uniform as early as 2015. His initial concepts have now blossomed into a fully realized artistic vision, providing this classic brand with the distinctive and deserving aesthetic it warrants in today’s market.
Alt text: A Burger King employee smiles wearing the newly designed uniform featuring a chocolate brown t-shirt with the retro Burger King logo and orange accents, embodying the brand’s modern yet vintage aesthetic.
