Bryan Bejarano03/17/19

Burger King Logo

Burger King also known as “BK” has fed many Americans for years. For decades serving a

variety of foods from burgers to breakfast. The menu has a large range of foods that can appeal

to anyone that wants something to munch on. What made this company so successful? Burger

King had many changes throughout the years. The iconic logo that we have today that fills the

streets and television screens went through changes as well.

But what exactly did Burger King go through to be and have

such a successful company as it is today. Burger King is an

American global food chain of fast food restaurants. Company

logos are important because it makes the first impression if

the person wants to eat in there. Being described as the face

of the company. It can make an impact on the company’s

public perception. Being much more than “just an image”. It makes it easier for the clients of

your business to recognize your company through the competition. And burger king is a good

example of good branding. With the company that has been running for more the 60 years, and

made the amazing Burger King that we love today.

The company was founded in 1953, originally having the name ‘Insta-Burger’.

Originating in the town of Jacksonville, Florida. Shortly after in 1954, Insta-burger king has ran

into some financial difficulties. But then two men from Miami, David Edgerton and James

McLamore purchased the company from the original owner then renamed it “Burger King”

taking the “Insta” out of the name, with also adding King at the end. Burger King or BK has been

birthed. Over half a century the company has changed ownership 4 times, with 3 set of owners.

TPG Capital, Bain Capital, and Goldman Sachs Capital Partners.

Burger-King's first ever wordmark, used from 1954 until 1957.

With the total revenue of $4.05 billion as of 2015. With all of the successes the company

has been known for it also has went through some loses. The 1970’s was a good era for Burger

King. Also known as the “Golden Age: of the company’s advertising”. But the success didn’t last

as long and has gone down throughout the two upcoming decades later. Until in 2003 Burger

King hired an advertising agency that goes by the name CP+B which stood for Crispin Porter +

Bogusky. Which they were in charge of reorganizing its advertising, and create a new series of

campaigns. Emphasizing in using “The King” for being Burger King's nickname. For the years it

has ran, it was highly successful. But had to come to an end because it has received complaints

for sexism and cultural insensitivity. Ultimately ending the connection that CP+B had with

Burger King in 2011. After hiring McGarryBowen to being a new product-oriented campaign.

Which his task was to expand Burger Kings demographic.

Burger King’s menu from today has been expanded from just offering burgers and a

soda. From ordering anything from a burger to a salad, Burger King has tried to expend so it can

be more appealing to any customer that wants something to bite on. To more diverse sets of

products. In 1957, the iconic “Whopper” has been added to the menu. With the Whopper being

the first major addition to the Burger King menu, it has become the signature product for

Burger King. The whopper being a complete success, Burger King has introduced many products

to their menus that failed throughout their time in the Burger King’s marketplace history. With

the signature Whopper being added to the menu, it has also been added to Burger King’s

branding. Introducing the new trademark “Home of the Whopper”, which Burger King has used

it in their newer logo.

Burger King’s logo from 1957-1969. Introducing the trademark “Home of the Whopper”

Since the start of Burger King history, the company has tried and find ways to change

how the company is presented. Proudly displaying the companies logos from billboards all the

way to smartphones, they aren’t afraid to encourage people to visit their many locations

throughout the world. The image above shows the many changes that the logo has went

through throughout the years. From the 1954’s first logo Burger King has ever had, to the logo

that has filled the streets today.

The Burger King logo includes many different visual elements. In the center of the logo,

is the red, thick, in all capital-letters “BURGER KING”. In a custom font typeface being using in

the logo, it has no serifs. “BURGER” being written on the first line, followed by “KING” that

appears on the second line of the logo, appearing larger than the top line, but both still using

the same font. The creators of the logo used a clever way of making the logo appear to look like

a burger. Going to the approach to make the consumer feel hungry by just simply looking at the

Burger King logo. The text being slightly skewed and slanted to mimic the shape of the meat

used in the patty. The dark yellow half circles that appear on the top and bottom of the logo has

gone through changes but has been made to look like the hamburger buns. Then lastly added

the blue swoosh that thins out gradually to the left from the burger symbol.

At first the company wanted to incorporate the sun in their earlier logo. Having a

stylized sun with an arch going over the brand name. The company with the new ownership has

decided to stop focusing on their Floridian origins. Removing the sun in the logo, and the total

rebranding plan the new ownership has had. The new idea was to create more of a cheerful

theme to attract their customers to come to the restaurants. As the years went on and the

company has gone through changes. The logo which featured a smiling king with the

catchphrase “Burger King Home of the Whopper.” The company wanted to simplify the logo

even more. Then the idea of having the words “BURGER KING” stacked inside of the two buns

emerged. Which lasted until 1999. The original logo was a black and white design. With the

companies’ new approach of be the rebranding plan, the company decided to add color with

their 1957s logo. The colors became the company's trademark with using the dark yellow, blue,

and orange-red colors. To today's modern logo to become even brighter to make the logo pop

out more.

Burger King has fed many Americans for years. For decades serving a variety of foods

from burgers to breakfast. The menu has a large range of foods that can appeal to anyone that

wants something to munch on. Being a successful company, going through many changes

throughout the years. The iconic logo that we have today that fills the streets and television

screens went through changes as well. It just shows how even the big companies can go

through failures, but still make it to the top. Using their signature product into their logo to

make their company memorable and catching the customers attention. Burger King using the

idea of bright colors and burger themed logo. Doing an amazing job of grabbing the attention

and appetite of their customers into craving their foods. The logo looking like a burger without

using too many designs, and keeping the idea of being cheerful but simplistic. Using their logo

in a variety of marketing ways to allure the customers into eating their delicious burgers!

Citations:

1)Burger King Logo Design History and Evolution

Eric Addams - https://logorealm.com/burger-king-logo/

2)Burger King

https://en.wikipedia.org/wiki/Burger_King

3)History Of Burger King

https://en.wikipedia.org/wiki/History_of_Burger_King

4)Burger King Corporation

Robert Lewis - https://www.britannica.com/topic/Burger-King-Corporation

5)Burger King and Its Storied Past and Evolution

Don Daszkowski - https://www.thebalancesmb.com/history-of-burger-king-1350968