Marketing

Smashburger reveals new logo

Provided

March 29, 2021

Denver-based Smashburger has debuted a new logo to emphasize its vision of being "the best burger brand," President Carl Bachmann told FastCasual.

"Smashburger has always been a culinary food focused brand, so we wanted to redefine Smashburger's place in the category to truly highlight this focus," he said. "Over the past year, we've been working to revamp our restaurant designs to create an elevated dine-in and takeout experience with the addition of elements such as an open kitchen concept or takeout cubbies that keep orders warm, and this naturally included a new logo."

Designed by Partners + Napier, Smashburger's creative and media agency of record, the logo incorporates the brand's namesake "smashing" culinary technique, which ultimately sums up the brand's identity.

"Using a customized, metal smasher, designed to perfectly fit the patty size, each patty is pressed onto the hot-buttered, seasoned grill to sear for 10 seconds," said Bachmann, who hopes that the "smashing" mark will one day be able to stand on its own as a recognizable symbol. "This caramelizes the patty and creates a flavorful crust, forcing the juices and flavor in the meat upwards — delivering an elevated burger experience."

Although the chain has rolled out the logo via digital channels and begun converting packaging, the company is also opening over 20 Smashburger locations this year, which will also boast the restaurant design and logo.

"With this new direction, we will offer our guests a more modern look and feel with an open kitchen concept to create an elevated restaurant experience," Bachmann said. "The new aesthetic of our brand will align nicely with Smashburger's culinary innovation and draw guests in for a refreshed fast causal feel."