Many brands use symbols of their heritage throughout their branding. This may be a subtle hint to the year of establishment, a previous colour scheme or a modern development of a previous logo iteration. In doing so, this often evokes a sense of trust and stability when incorporated into the design.
In recent years, some brands have opted for this approach (in particular in the food and manufacturing sectors) as a reminder to customers of how long they’ve been established, and a sense of long-term viability.
Burger King: A Heritage-Led Refresh
A clear example of this is Burger King. Their current logo (as shown in the image below) is a refresh of a previous version which was first introduced in the 1990s. The key change here is having removed the blue element to the logo. This is seen as an artificial colour within the food industry, so by removing it, the refresh hints towards Burger King re-entering a time where they provided higher quality items with less artificial ingredients. The colours then returned to a more limited palette that link closely to the main ingredients used in their burgers. Design agency Jones Knowles Ritchie (JKR) who are behind this refresh states that “the approach to help BK’s quality and taste perception through design was set to evoke the great taste of the food” Lisa Smith, JKR.
Trust, Familiarity and Risk
The strong resemblance to the old logo offers comfort and authenticity, through relating back to a time which offers familiarity for their long-term customers. However, there would have been a risk that when replacing the current logo, it may have not been received well after that logo had helped to generate a new wave of loyal customers. This is why it is always vital to ensure that there is an effective strategy when making a strong change like this to a brand because it could negatively impact how a loyal customer perceives their menu.
Balancing Heritage with Modernity
When deciding whether to incorporate elements of a business’s heritage into their brand, it is important to consider the view of design agency The Brand Strategy: “Heritage alone is not enough. A brand that solely relies on its legacy without adapting to modern trends risks becoming outdated.”. It is therefore important to combine heritage and modernity in order to adapt to its current operating market. Signs of heritage can be communicated through brand design and/or messaging, but what is achieved effectively in the Burger King refresh is the refinement of the typography. Design agency JKR have clearly acknowledged the broader scope of the Burger King brand, in terms of the number of platforms where the brand is being featured in comparison to when the inspired logo, from the 1960s first appeared. Brands have to adapt to the digital landscape where legibility is key for online accessibility, and to create a sense of ease when interacting with their brand, like customers using their app.
Subtle links to a specific era in a business’s lifespan that would represent a positive outlook of that company, have the opportunity to be an effective move. However, it is important to not remove parts of the brand that have always been consistence with it, if it aligns with the strategy that the business/brand would like to continue to be associated with.
How Familiar Branding Shapes Consumer Trust and Value Perception
Hints towards a business’s heritage can be effectively communicated through a campaign, provided there is strong recognition within the targeted customer base. A recent example of this is design agency BBH London’s ‘For the Love of It’ campaign for supermarket giant Tesco. The campaign directly references Tesco’s former ‘Everyday Value’ packaging, which became strongly associated with low prices and budget-friendly food around 14 years ago. Marketing consultancy Little Black Book states that the “main reason for the campaign was to emphasise that customers should not have to compromise on the brands they love, particularly when budgets are tight.” This message is reinforced through the use of iconic slogans from household brands such as Weetabix and Marmite, which rely on customers’ automatic associations with these familiar products. While Tesco’s identifiable ‘Every little helps’ slogan is included, it is the visual language of the former ‘Everyday Value’ range that is most immediately recognisable to those engaging with the campaign.
By using these designs consistently throughout the campaign, customers subconsciously connect the branding to the period when these products were widely available and perceived as offering better value for money. Similar to Burger King’s rebrand, this campaign relies heavily on customer associations to promote a range of products that are unlikely to sit at a lower price point. However, the application of the ‘Everyday Value’ aesthetic leads consumers to believe that these products are more affordable. As one of the most longstanding market leaders, Tesco benefits from a high level of consumer trust, meaning customers are more inclined to believe that products within this range offer genuine value. Launched in January, the timing of the campaign is particularly effective, as it follows the high-spending Christmas period and coincides with an ongoing cost of living crisis, during which many consumers are actively seeking lower prices for everyday goods.
