Burger King Logo Evolution

The Beginnings of Insta-Burger

When it comes to fast food, particularly hamburgers, Burger King stands as one of the most iconic franchises in the United States. With its expertise in serving a variety of hamburgers, Burger King has been successful in attracting a wide range of consumers. Over the years, the Burger King logo has undergone several adjustments to adapt to modern times, but it has always remained recognizable since its original design in 1967. Let’s delve into the history of how the company has managed to continuously captivate customers throughout the years.

The Early Years of Burger King

In 1953, the founders of Burger King, Kieth Kramer and Matthew Burns, named their establishment “Insta-Burger King” to honor the machine they used to cook their hamburgers, called the Insta-Broiler. The distinct lines on the grilled meat were a result of the machine’s rollers. Just one year later, in 1954, James McLamore and David Edgerton acquired the franchise, and it became the Burger King we know today. Despite the change in ownership, the Insta-Broiler and the original Florida headquarters remained unchanged.

With the new owners, Burger King’s success skyrocketed. By 1955, they had already opened more than 40 branches in Florida. During this time, the franchise introduced a logo that would remain for a decade, featuring a cartoon king sitting on a hamburger.

Burger King’s Milestones

  • In 1958, Burger King had its first TV commercial, making it accessible to a wider audience.
  • In 1967, Pillsbury, a food company, acquired the franchise for $18 million. This acquisition also marked the opening of the first Burger King store in Puerto Rico.
  • The franchise expanded internationally in 1969, with the opening of its first branch in Windsor, Ontario.
  • In 1976, Burger King developed the Burger King Kingdom, specifically targeting children to enhance their connection with the brand.
  • Currently, there are more than 17,000 Burger King franchises worldwide.

Analyzing the Burger King Logo

The Burger King logo is undoubtedly one of the most recognizable symbols in the fast food market. Featuring a hamburger enclosed within a circle, with the franchise name in the center, it has become an iconic representation of the brand. The large red letters in their custom style, characterized by curves and a uniform line, draw attention. Notably, the word “Burger” is depicted with larger letters than “King.”

Through its brilliant use of colors and shapes, the franchise’s logo exudes a sense of hunger, effectively attracting customers with its strong colors and creating a sense of anticipation for those craving their delicious hamburgers. The modern style of the logo particularly appeals to younger audiences. Let’s take a closer look at the meaning behind each element of the composition.

Shape: Circular Symbolism

The circular shape of the logo represents a perfectly formed bun, within which the brand name is placed. Enclosing the elements within a blue circle adds contrast and visual impact.

Color: Stimulating Hunger

Colors play a crucial role in fast food logos. Red and yellow, commonly associated with fast food, evoke a desire to eat within consumers. Burger King strategically uses these colors to attract customers. Additionally, a blue detail has been added to create contrast, enhancing the overall visual appeal of the logo.

Font: Custom Design

The font used in the Burger King logo is a custom design created exclusively for the franchise. The choice of all capital letters ensures easy readability, while the justified alignment maintains a neat appearance. The font’s design allows it to remain distinctive within the competitive fast food industry.

Inspiration: Adapting to a Modern Audience

While one might assume that the Burger King logo draws inspiration from their famous Whopper burger, the reality is different. The image update was primarily aimed at attracting a younger audience. Despite the significant shift towards a more modern trend, the designers maintained the essence of the classic design.

The use of brighter colors in the logo contributes to its modern and planned appearance, distinguishing it from other fast food logos. Over the years, Burger King has successfully appealed to both young people and adults by maintaining its simplicity and adaptability to the company’s evolving needs.

The Secret to Attracting Consumers

In the fast food industry, it’s not uncommon to find similarities between the logos of various chains. One notable example is the use of red and yellow color palettes, which generate a sense of impulsive eating and trigger appetites, even when individuals aren’t hungry.

Burger King takes this concept further by incorporating a hamburger shape into its logo. The letters in the logo are intentionally positioned to resemble two pieces of meat, accentuated by the red color and rounded font. The bun design is crafted to adhere to logo standards, ensuring its versatility across both print and digital media. In the modern version, a growing blue circle accompanies the trademark symbol.

Changes in the Burger King Logo over the Years

The original Burger King logo bears little resemblance to the current iteration. While it served its purpose for over a decade, the logo underwent a significant transformation in 1967, aligning with a more simplified aesthetic. This change likely catered to a young audience and reflected the overall corporate vision and marketing strategies of the franchise.

Since that update, the subsequent changes have been minimal, mainly involving the addition of a blue ring and a slight tilt in the name.

The first modern logo, introduced in 1969, featured the buns enclosing the franchise’s name. However, the letters had a more cartoonish appearance with inflated edges. This old Burger King logo persisted until 1994, still surfacing occasionally, such as in a Super Bowl ad and the Stranger Things series.

In 1994, the logo underwent a design update, giving the letters a more uniform appearance while retaining the original concept. Some establishments still implement this emblem to this day.

Lastly, in 1999, Sterling Brands conducted a redesign, preserving the core ideas while giving the logo a contemporary touch through color adjustments, slight letter tilting, and a reduction in the size of the Burger.

The font used in this iteration remained consistent with the 1994 logo, featuring regular lines and thick strokes. The words “Burger King” stood out more distinctly against the buns.

Overall, the current Burger King logo strikes a perfect balance between minimalism and classic style. Despite its simplicity, the hamburger concept remains prominent. The defined lines lend themselves well to packaging and advertising needs, showcasing the meticulous planning of the fast-food chain’s marketing team for long-term success.


The evolution of the Burger King logo tells a story of adaptability and constant appeal to consumers. From its humble beginnings as Insta-Burger to its prominent position in the fast-food industry today, Burger King has tactfully navigated changes in logo design while retaining its core identity.

The logo’s circular shape, vibrant colors, custom font, and the use of recognizable elements all contribute to the logo’s enduring impact. Burger King’s ability to bridge generational gaps and capture the attention of a diverse audience is a testament to its timeless and adaptable visual identity.

Frequently Asked Questions

1. How many franchises does Burger King have worldwide?

Burger King currently operates more than 17,000 franchises around the world, making it one of the largest fast food chains globally.