The predecessor to what is now the international fast food restaurant chain Burger King was founded in on July 23,
1953 in Jacksonville, Florida, as Insta-Burger King. Inspired by the McDonald brothers' original store location
in San Bernardino, California, the founders and owners, Keith J. Cramer and his step father Matthew Burns, began
searching for a concept. After purchasing the rights to two pieces of equipment called "Insta" machines, the two
opened their first stores around a cooking device known as the Insta-Broiler. The Insta-Broiler oven proved so
successful at cooking burgers, they required all of their franchises to carry the device. After the original
company began to falter in 1959, it was purchased by its Miami, Florida, franchisees James McLamore and David
R. Edgerton. The two initiated a corporate restructuring of the chain; the first step being to rename the
company Burger King. The duo ran the company as an independent entity for eight years, eventually expanding
to over 250 locations in the United States, when they sold it to the Pillsbury Company in 1967.

The Burger King Rebrand: Design Fit for a King?In the ongoing corporate quest to keep the crown, Burger King has
rebranded, serving up its first alternate look in more than two decades, while offering a logo that throws it back
to the versions that were in play in different form from 1969 to 1999.As the brand detailed in a release, “The
announcement signals a commitment to digital-first expression and recent improvements to taste and food quality,
through the removal of colors, flavors and preservatives from artificial sources from menu items, as well as
an ambitious pledge to environmental sustainability.”The rebrand, featuring work by Jones Knowles Ritchie,
is comprehensive—there’s the logo. Packaging. Merchandise. Menus. Uniforms. Signage and decor. Digital assets.
“The result is a new look that indicates confidence in the future, while remaining true [to] heritage and what guests love about BK.”

Logo. Confidently, what BK is all about - real, simple and delicious food. Since launching the current logo
in 1999, the industry has transitioned to a more modern, digital-friendly design language. The new minimalist
logo seamlessly meets the brand evolution of the times and pays homage to the
brand heritage with a refined design that’s confident, simple and fun.
Color: Selected colors are unapologetically rich and bold, inspired by the iconic
Burger King flame grilling process and fresh ingredients. The new photography is hyper
textured and dials up the sensorial aspect of the food.
Font. Burger King new proprietary brand font is (appropriately) called “Flame”. The font is inspired by the shapes
of BK food - rounded, bold, yummy - and brand’s irreverent personality.