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Burger King has introduced a new visual design to its brand identity, the first rebrand in over 20 years. The new look, says the company, signals a commitment to a digital-first expression and improvements to taste and food quality standards, the removal of colours, flavours and preservatives from artificial sources, as well as an ambitious pledge to environmental sustainability.

The rebrand, the work of the company’s in-house creative team and advertising agency, Jones Knowles Ritchie New York, includes a new brand logo, packaging, restaurant merchandise, menu boards, uniforms, restaurant signage and décor, social media and digital and marketing assets. The new logo uses a rounded font that mirrors the shape of the brand’s burgers and other menu items...

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