Pictured: The Opening of jing'an Temple Image Store and the Witness of Burger King's New Visiual Design

Burger King was founded in 1954, it has inspired millions of consumers with the slogan "Have it Your Way". Today, Burger King announced the launch of a brand-new visual design that integrates Burger King’s intentions and quality into every aspect of the consumption process. As the first visually upgraded store of Burger King in China, Shanghai Jing’an Temple also made its debut today. Mr. Gu Zhe, Secretary General of Shanghai International Chamber of Commerce and Shanghai World Trade Center Association, and Mr. Zhu Fuqiang, CEO of Burger King (China) Investment Co., Ltd. The opening speech of Jing'an Temple Image Store and witnessed the full launch of Burger King's new visual design.

Pictured: Speech by Mr. Zhu Fuqiang, CEO of Burger King (China) Investment Co., Ltd

Zhu Fuqiang, CEO of Burger King (China) Investment Co., Ltd. delivered an opening speech and said: “Brand identity is the most important tool we use to tell who we are and what our value is. In creating desire for food, In enhancing the consumer experience, brand image logos also play an equally important role. We want consumers to think of our unique grilling experience when they see the logo, and salivate for our food.

Mr. Gu Zhe, Secretary-General of the Shanghai Chamber of International Commerce, said in his speech: In 2005, Burger King came to the Chinese mainland market. With its brand advantages, delicious food and friendly service, it has won the love of many consumers. Up to now, Burger King has rapidly grown to a scale of 1,300 in mainland China. This development speed is commendable. Today, Burger King has begun to use a brand-new image logo in China. This is undoubtedly a major event for the brand. The “renewal” of the brand will not only bring fresh feelings to consumers, but also make the public feel that Burger King has increased its investment in China. The determination and confidence to provide consumers with high-quality and healthy catering services.

In 2005, the Shanghai Jing’an Temple Store was the first store of Burger King to enter the Chinese market, allowing Chinese consumers to remember a different Western-style fast food chain brand-Burger King. 16 years later, as the first visually upgraded store in the country, Jing'an Store reappeared in front of consumers, and the brand new burger logo that can be seen everywhere is refreshing. Zhu Fuqiang said that the release of the new visual image marks a new era in the development of Burger King, and also shows that Burger King has not forgotten its original intention and is committed to bringing consumers more natural, authentic and delicious products.                                          

                             Original Visual Design of Burger King  

                               New Visual Design of Burger King

Since Burger King entered mainland China in 2005, the original visual design has been with Chinese consumers for 16 years. In line with the determination of advocating nature and pursuing authenticity and deliciousness, Burger King decided to use a simpler and more direct visual design, abandoning the bright colors and cool designs in the old version of the image logo, returning to simplicity and reality. The new brand image logo design inspiration comes from Burger King’s main product-Royal Castle, two slices of golden bread wrapped in the brand name, like a burger with plenty of ingredients. This new logo shows the characteristics of the Burger King brand: delicious, rich, interesting and confident in the Burger King Jing’an Temple store, you can already see a whole set of Burger King’s new brand image, including new brand logos, food packaging, restaurant derivatives, menu design, employee work clothes, etc., and you can also experience the newly upgraded "smart meal picker" , Feel the determination of Burger King to improve product quality through food standards, high-tech and other means to protect consumers' food safety.

Pictured: Burger King Jing'an Temple store has been newly upgraded.

The new Burger King brand logo uses a new minimalist design, using a large, cute and interesting burger to reflect the core of the brand, while retaining the brand characteristics of Burger King: self-confidence, simplicity, and fun.

Burger King's newly upgraded staff work clothes and food packaging

• Color: The newly-launched colors are rich and bold. The colors are extracted from the fresh ingredients selected by Burger King. The new colors are more likely to stimulate the appetite of consumers and are mouth-watering.
• Font: Burger King’s new English font is named "flame". The font is derived from the food qualities of Burger King-rich, bold, and delicious. This is also the characteristic of Burger King.
• Workwear: The new employee workwear embodies the grilling characteristics of Burger King, which is modern and comfortable, and also has extremely bright colors and patterns. Burger King’s employees are Burger King’s best advertising.
• Packaging: Burger King’s new packaging presents the most important brand logos, using bold colors and interesting illustrations of ingredients as design elements.

Pictured: Burger King's brand new food packaging advertised in Shanghai Metro.

Burger King’s new brand image logo design has been officially launched in China and will be displayed in other Burger King restaurants in China. To celebrate this event, on May 18th, every Burger King member will get a free Burger King product-Royal Castle, as long as they spend 20 yuan. For more brand information, please check www.bkchina.cn.

[All Images via Burger King China]