The Musings Of An Opinionated Sod [Help Me Grow!]

When Is A Logo Not A Logo?

Well I told you I wouldn’t be writing any posts for a while and I have to say, I’m as surprised as you that I managed to stick with it.

Obviously a lot has happened in the past few weeks – including learning how nothing tests how good your family relationships is, like being cooped-up in a small hotel room together for 2 weeks, 24/7 – but we’re happy, excited and up for adventure.

Before I begin, I have to say how amazing the New Zealand organisation is.

So clear, consistent and compassionate.

For someone who had a very privileged covid lockdown period, I was amazed how much it had affected me when I came to a place where I didn’t have to worry about mad decisions and u-turns.

Anyway we got through quarantine, already bought houses and cars [I know, I know] so this week is about stretching our legs, getting Otis a school, ensuring Rosie – the cat – gets to complain as much as she likes and generally getting our bearings of the city before starting at Colenso.

But that’s all for another day, today I want to kick-start the regularity of this blog with this piece of rubbish.

Now I know the re-design of the Burger King logo is not new news.

And neither is what I will be writing about, as I talked about it when it happened.

But while I like many things about the new/old BK design, the thing I like most is how perfect it is for the emoji universe.

Seriously, look at it. It’a the most emoji thing ever.

Sure, I could talk about how clever the B and K fit together.
Sure, I could talk about how I’ve not seen a logo that made me smile since since SONOS.
Sure, I could talk about how it’s as squidgy as sinking your teeth into a Whopper.

But I’m not. I’m going to say how perfectly it would go with other fast food emoji’s already available.

🍔 🍟 🥤

Come on … you so can see it fitting in with that group can’t you.

Now imagine how it could be used to communicate BK’s food menu?

Or, better yet, how it could be used for TikTok/Whatapp order functionality?

Imagine being able to order BK delivery simply by emoji on whatever platform you’re on?

When I was at Deutsch, they tried something like it for Taco Bell using Slack.

Obviously it wasn’t in emoji form and there’s questions how successful it actually was – but it showed there’s more ways to order food than simply going on a website or app.

If that wonderful BK logo was turned into the emoji it begs to be, it could be a really interesting way to drive delivery using the platforms and iconography of culture.

McDonald’s had to pay Travis Scott millions to deepen their connection with culture. BK could do it in an emoji. Their emoji.

OK, I know that is easier said than done and emoji’s are carefully controlled, but given BK’s love of trying to be controversial to be noticed, here is something they could do that has a real benefit and value to all, not just the BK PR department.


I also know some people are slagging the logo off.

Saying it makes the brand look as old as their food or that they need to get their stores looking clean before relaunching their brand design. But apart from those people making the classic mistake of being subjective rather than objective … I’d love to see the work they’ve done recently that proves their actions rather than their words.

God, that was feisty wasn’t it?

I’m definitely back and rested.

But all that aside …

While it’s really nice to see a brand using design to be both distinctive and authentic – versus the corporately beige approach that seems to be the norm for so many – I really hope they see the opportunity for it to be more more than just a static image. Because I have a feeling if they embraced the way culture uses social and platforms, that logo could be more than a branding device, but something that dramatically drives revenue.

You’re welcome BK.

23 Comments so far
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im amazed you could write a new post with all the fucking gallivanting youre doing. oh its a post of some shit you posted everywhere a while back which means you couldnt be fjucking arsed. on fucking brand.

Comment by andy@cynic

this timezone shit means you have finally done something that works for me. only taken you 20+ fucking years. wasnt worth the wait.

Comment by andy@cynic

It is very unsettling.

Comment by DH

If this is the new regular time he posts, it can act as my “nearly home time” alarm. So there are some benefits to it.

Comment by George

Bad luck to all of you … I’m going to be posting much earlier every day, which means it will either be notice you have to go and have lunch or go to work. Basically anything but read my rubbish.

You’re welcome.

Comment by Rob


Comment by andy@cynic

if rob is back, andy is back better than ever.

Comment by DH

Quite happy about this new posting time, personally 🙂

Comment by Age


Comment by Bazza

The BK logo is better than the BK food.

Comment by DH

But I’d still order it if I could do it in emoji form.

Comment by DH

Me too.

Comment by Pete

Finally! It looks like you are loving life in NZ. It must be surreal after being in lockdown for so long. Though I saw a photo of your new home in NZ and I don’t know if I want to be friends with you anymore.

Comment by George

you have got to be fucking shitting me.

Comment by andy@cynic

I saw. I’m happy for Jill and Otis but I hate Rob.

Comment by DH

I know. I don’t know how we pulled it off either.

Comment by Rob

i do. its more proof of your deal with fucking satan. you owe me so fucking much campbell.

Comment by andy@cynic

Andrew does have a point.

Comment by George

What a beautiful home.
Covid has been really tough on you hasn’t it Rob.

Comment by Pete

Jesus … I only put it up 20 mins ago. You all must be bored.

Or sad.

Comment by Rob

fuck you.

Comment by andy@cynic

I almost have missed you Andy.

Comment by Bazza

didnt miss you.

Comment by andy@cynic

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