A branding expert and reporter explain what Burger King is trying to say with its new logo. Photo illustration: Ryan Trefes News moves fast, and there's not always time to untangle the complex ...

In a rural town, it might have more seating. Burger King has already started updating its image. The brand changed its logo last year, switched packaging, uniforms and signage to the new look.

Next up was an orange hat with a pom pom on top and the Burger King logo on the front, a gold BK crown ornament, a white mug with the BK logo, a key chain with charms including a burger and fries ...