When Nostalgia Works

I like futuristic transformations, disruption, and innovation like technological advancements and new artistic movements that challenge how things used to be done in pursuit of a better way.

That is why I was taken aback when I saw Burger King’s new logo, which as you can see via this link looks like a carbon copy of the logo they used in 1960’s through 1980’s.

In response to seeing a LinkedIn post about the change, I left a snippy remark underneath: “I feel like they took a step back? Is that just me? Am I getting old? Is retro cool again??????” and it picked up some traction with multiple replies.

Commentary I got back opened my eyes to the notion that with uncertainty all around, people might feel comforted by defaulting back to a simpler and more stable time. Jennifer O. posted: “I thought the same at first. Like why? But then I realized the world is so confusing and terrible right now. That the simplicity—and honestly the nostalgia most of all—appealed to me…and I haven’t been to BK in years.”

I could not agree more. Their new logo is familiar, a paradox, and noteworthy.

In my opinion, Burger King did exactly the right thing in changing their logo. As if to say, “Our world is moving too fast right now. Don’t worry, it will feel as if nothing’s changed when you dine here.”

Do you like Burger King’s new logo and their choice around timing? Let me know by leaving a note on LinkedIn.

-Lee Sumner, Research Director