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Burger King Corporation (часто используется аббревиатура BK) — американская компания, владелец глобальной сети ресторанов быстрого питания Burger King, специализирующейся на гамбургерах (главным образом, на вопперах). Штаб-квартира находится на невключённой территории округа Майами-Дейд, штат Флорида, США.
История компании началась в 1953 году с сети ресторанов Insta-Burger King в Джексонвилле, Флорида. После того, как в 1954 году Insta-Burger King столкнулся с финансовыми трудностями, два местных франчайзи Дэвид Эджертон и Джеймс Маклэмор приобрели компанию и переименовали её в «Бургер Кинг». В следующие полвека компания четыре раза меняла владельцев. Третий владелец — группа TPG Capital, Bain Capital и Goldman Sachs Capital Partners в 2002 сделала компанию публичной. В конце 2010 бразильская компания 3G Capital приобрела контрольный пакет акций ВК за 3,26 млрд американских долларов. Новые собственники немедля приступили к реструктуризации компании, чтобы улучшить её состояние. В итоге 3G вместе со своим партнёром Berkshire Hathaway объединила компанию ВК с канадской сетью закусочных Tim Hortons.
К концу финансового 2013 года Burger King доложил, что обладает 13 тыс. торговых точек в 79 странах. 66 % точек находится в США, 99 % управляется частниками, в 2013 новые владельцы точек перешли к полной модели франшизы. Для расширения компания исторически использует различные варианты франчайзинга. Способы лицензирования франчайзи различаются в зависимости от региона. При этом некоторые местные франчайзеры (называемые как мастера-франчайзеры) отвечают за продажу суб-лицензий от лица компании. Отношения компании со своими франчайзи не всегда бывают гармоничными. Иногда случаются размолвки, вызывающие многочисленные проблемы, в некоторых случаях отношения компании и её франчайзи переходят в судебные разбирательства.
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Burger King (BK) is an American global chain of hamburger fast food restaurants. Headquartered in the unincorporated area of Miami-Dade County, Florida, the company was founded in 1953 as InstaBurger King, a Jacksonville, Florida-based restaurant chain. After Insta-Burger King ran into financial difficulties in 1954, its two Miami-based franchisees David Edgerton and James McLamore purchased the company and renamed it «Burger King». Over the next half-century, the company would change hands four times, with its third set of owners, a partnership of TPG Capital, Bain Capital, and Goldman Sachs Capital Partners, taking it public in 2002. In late 2010, 3G Capital of Brazil acquired a majority stake in the company, in a deal valued at US$3.26 billion. The new owners promptly initiated a restructuring of the company to reverse its fortunes. 3G, along with partner Berkshire Hathaway, eventually merged the company with the Canadian-based doughnut chain Tim Hortons, under the auspices of a new Canadian-based parent company named Restaurant Brands International.
The 1970s were the «Golden Age» of the company’s advertising, but beginning in the early-1980s, Burger King advertising began losing focus. A series of less successful advertising campaigns created by a procession of advertising agencies continued for the next two decades. In 2003, Burger King hired the Miami-based advertising agency Crispin Porter + Bogusky (CP+B), who completely reorganized its advertising with a series of new campaigns centered on a redesigned Burger King character nicknamed «The King», accompanied by a new online presence. While highly successful, some of CP+B’s commercials were derided for perceived sexism or cultural insensitivity. Burger King’s new owner, 3G Capital, later terminated the relationship with CP+B in 2011 and moved its advertising to McGarryBowen, to begin a new product-oriented campaign with expanded demographic targeting.
Burger King’s menu has expanded from a basic offering of burgers, French fries, sodas, and milkshakes to a larger and more diverse set of products. In 1957, the «Whopper» became the first major addition to the menu, and it has become Burger King’s signature product since. Conversely, BK has introduced many products, which failed to catch hold in the marketplace. Some of these failures in the United States have seen success in foreign markets, where BK has also tailored its menu for regional tastes. From 2002 to 2010, Burger King aggressively targeted the 18–34 male demographic with larger products that often carried correspondingly large amounts of unhealthy fats and trans-fats. This tactic would eventually damage the company’s financial underpinnings, and cast a negative pall on its earnings. Beginning in 2011, the company began to move away from its previous male-oriented menu and introduce new menu items, product reformulations and packaging, as part of its current owner 3G Capital’s restructuring plans of the company.
As of December 31, 2016, Burger King reported it had 15,738 outlets in 100 countries. Of these, 47.5% are in the United States and 99.5% are privately owned and operated, with its new owners moving to an almost entirely franchised model in 2013. BK has historically used several variations of franchising to expand its operations. The manner in which the company licenses its franchisees varies depending on the region, with some regional franchises, known as master franchises, responsible for selling franchise sub-licenses on the company’s behalf. Burger King’s relationship with its franchises has not always been harmonious. Occasional spats between the two have caused numerous issues, and in several instances, the company’s and its licensees’ relations have degenerated into precedent-setting court cases. Burger King’s Australian franchise Hungry Jack’s is the only franchise to operate under a different name, due to a trademark dispute and a series of legal cases between the two.
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Burger King Logo
Burger King Logo PNG
Burger King is a fast-food restaurant chain, which was established in 1953 in the United States. The chain is famous for its hamburgers and french fries and today is one of the most popular fast-food brands worldwide with almost 18 locations across the globe. The company is owned by Restaurant Brands International, headquartered in Florida, and has almost 35 thousand employees.
Meaning and history
The visual identity of the world’s famous fast-food chain had five redesigns during the company’s history. It took the brand 16 years to find its signature style and three various logos were created from 1953 until 1969. However, after the success of 1969, the chain only refined and modified the iconic emblem, keeping the color palette and compositions almost untouched.
The logo of Burger King is a reflection of a modern and powerful company, which values tradition and legacy. Its emblem is a perfect reflection of the company’s nature and purpose, instantly recognizable across the globe.
1953 – 1954
The company, known as Insta Burger King for the first year of its existence, got its first logo in 1953. It was a bold all-caps wordmark with half of the sun, rising from it. A bright and friendly emblem, which stayed with the brand for only one year.
1954 – 1957
The name was changed to Burger King in 1954, after the acquisition of the restaurants by David Edgerton and James McLamore. The logo was changed to a minimalist bold inscription in a custom sans-serif typeface, with uneven edges of the letters. It was a simple logotype, without any additional details, which was the symbol of the brand for three years.
1957 – 1969
The typeface and color palette of the logo was changed in 1957. Now the red lettering was placed on a light ochre background, looking bright and memorable. The font was changed to a bolder and neater one, it was something close to the TILT font, a modern sans-serif with playful letters.
The new logo featured a delicate “Home of the Whopper” tagline, where all letters except for “Whopper” were black.
1969 – 1994
The prototype of the iconic Bun logo was created in 1969. The red bold lettering was placed in two levels between two halves of the bun, colored in ochre. The color palette was taken from the previous logo version, yet the style, composition, and shape were completely different.
The inscription was now executed in a bold rounded sans-serif with sleek smooth lines. The “King” part was enlarged, in order to create a better balance between the layers.
1994 – 1999
The company refined the logo in 1994. The typeface is now more traditional and solid, while the ochre of the buns was changed to bright orange, making the logo more energetic and strong. The red and orange color palette symbolizes passion and young free spirit, showing the main audience of the company.
The wordmark in all capitals is executed in a bold rounded sans-serif, which is close to VAG Rounded ExtraBold font, but with the letter “G” and tails of both “R”s flattened, which makes the inscription look more solid and confident.
This logo is still in use by the restaurant chain in some of the countries and is as recognizable as the new one.
1999 – Today
In 1999 the Burger King logo was redesigned by Sterling Brands agency. The wordmark between the bun-halves was now placed diagonally, with buns colored yellow with some white strokes. The red lettering is now enlarged and executed in a new modern sans-serif typeface with sleek lines and sharp angles.
Today’s version of the logo has a rounded shape, unlike the previous ones. The emblem has a blue C-shape line, framing in on the left, an accent, making the logo brighter and more professional, adding confidence and a sense of expertise.
The Burger King logo is one of the most iconic visual identity designs in history, it is perfectly balanced in terms of color and shapes, and evokes a friendly and welcoming feeling.
2021 – Today
In 2021 the Burger King visual identity gets a new design from Jones Knowles Ritchie. The new logo is composed of a bold red lettering placed between two orange buns. The light cream background of the image also makes a framing for the emblem, making it look warmer and friendlier. Blue color is completely removed from the brand’s palette.
Symbol
The Burger King logo uses three colors: red, yellow, and blue, which create an extremely attractive and tempting mix. It makes you want to rush to the nearest Burger King restaurant regardless of your gender, age, confession, occupation, etc.