Inside Burger King’s New Logo Strategy | WSJ Rebrand

Burger King revealed its first total rebrand in over 20 years, in a bid for the fast-food company to claw back sales lost to competitors like McDonald’s and Wendy’s.

A branding expert and reporter explain why Burger King rebranded, what’s behind the design of the new logo and how its business strategy has changed.

0:00 Burger King’s 1999 vs. 2021 logo
0:19 Breaking down the new logo
2:17 The business strategy behind the rebrand
4:36 Consumer reactions

Rebrand
When companies rebrand, they often change their logo — a visual representation of a company’s shift in strategy. But how effective is it? In each Rebrand episode, we interview a logo expert, a business expert and mainstream consumers to decode exactly what an updated logo is meant to say and why.

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