Logos We’re Lovin’: Burger King’s New Logo & More

There are so many exciting visual identities out there, like Burger King’s new logo. To help get the word out, we’re highlighting some of the marks — and their designers — that are inspiring us at this moment.

To start, here are three logos and brand identities that we’re lovin’. Two are for brands that feed our bodies, while the last one is for an institution that feeds our minds and creativity.

Burger King Global Rebrand (Jones Knowles Ritchie)

Burger King's new logo on various food packaging
Unwrapping Burger King's new logo and graphic identity

Everyone from Expand copywriter Lauren to CNN is talking about Burger King’s new logo, which is a throwback that still feels fresh. Burger King’s blue curve logo lasted more than 20 years, so imagine the surprise when Lauren spotted the new (old?) logo while running errands. As she describes the fateful moment: “Not gonna lie, I turned around and went inside for research purposes…which just so happened to require picking up lunch to better inspect packaging.” Truly, her dedication knows no bounds.

Expand Creative Director Nelson Holland is also hungry for more from Burger King’s global rebrand. “Burger King’s new logo is so simple and fun, but what makes this so great is the whole package from Jones Knowles Ritchie,” says Nelson. As she explains about the design-led creative shop, “JKR showed that good bones can be the foundation of a successful rebrand. More than just the logo, it’s also the bold photography, the irreverent custom Flame Sans font, and the warm and familiar color palette.” 

So what inspired this change from the previous logo that launched before Y2K? The global visual identity update is part of a larger push for Burger King to get with the times. Specifically, higher standards in food quality and sustainability, while also harkening back to simpler and less processed times. JKR describes their goal as “to make the brand feel less synthetic and artificial, and more real, crave-able, and tasty.” We don’t know about you, but we’re ready for seconds.

Dunkin’ Branding & Packaging (Jones Knowles Ritchie)

Dunkin's new logo adapted for different cup sizes
Expand's Creative Director Nelson Holland loves this analog version of Dunkin's new logo

Another winner fresh from Jones Knowles Ritchie, just like Burger King’s new logo. As Dunkin’ continued expanding their product offerings, they also wanted to update their branding. Shortening their name from Dunkin’ Donuts to Dunkin’ helps the brand avoid being pigeonholed as the donut place, and also opens up fun new opportunities for packaging.

Nelson, like many folks (especially in New England), can’t resist a Dunkin’ run. “I can’t get over how clever the cup packaging is. Even my tween daughter noticed how the logo is flexible for different spaces, depending on cup size,” says Nelson. Looks like the apple cider donut doesn’t fall far from the tree. 

Jones Knowles Ritchie didn’t reinvent the wheel, though they certainly did improve it. Along with the updated name and logo, JKR tweaked the sans serif font and even added a custom serif font to accompany it. The now iconic pink and orange color palette? Like Nelson’s regular order of a small hot coffee with cream, that’s here to stay.

Whitney Museum Responsive Logo (Experimental Jetset)

Watch the Whitney Museum’s Responsive W logo in action

Think designing any old logo is challenging? Try creating one that can stand up to esteemed artists including Edward Hopper, Georgia O’Keefe, and Jasper Johns. That’s exactly what Experimental Jetset did for the Whitney Museum in New York City.

The independent graphic design studio based in Amsterdam created a one-of-a-kind logo that changes shape depending on the height and width of the space around it. While it’s referred to as a “responsive logo,” it’s not meant in the same way as interactive or web design. According to Experimental Jetset, “the name ‘Responsive W’ was a nod to ‘the Responsive Eye,’ a famous NY [art] exhibition.” While the Responsive W isn’t a reference to responsive design, it does still have a systematic grid of its own.

Nelson especially loves how the Whitney logo is super clever, yet simple and flexible enough to lend itself well any space. In fact, wayfinding around the museum is aided by signage that features “the Responsive Arrow” that changes shape based on the length and height of the words inside the arrow.     

Whitney Museum's wall signage and stationary
(L) Whitney Museum wayfinding arrows. Photo by @arthurious. (R) Museum materials designed by Whitney Museum’s Graphic Design Department. Photo by Jens Mortensen whitney.org

Feeling inspired? So are we

We love recognizing smart visual identities from others, like Burger King’s new logo, just as much as we love creating it ourselves. Expand is always learning and experimenting for our clients, so tell us: What qualities and goals are you seeking for your graphic identity? Let us know via the contact form below, and we’ll show you where our inspiration can take your brand.

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