The Psychological Power of Nostalgia in Burger King’s Throwback Logo

Burger King just revealed their new logo, and it might look really familiar. That’s because it is. It’s basically the same logo they used in the 90's.

Like many brands, Burger King is leveraging the power of nostalgia. It’s a psychological phenomenon that can be used to evoke positive feelings. This makes it a marketing tool, and it’s particularly associated with millennials. As this generation ages into their late twenties and thirties, their dollar is becoming important in the consumer market.

There was a time when nostalgia was considered a serious mental disorder: a form of depression akin to homesickness. Symptoms were typically identified in servants or soliders who longed for the days for freedom. Some became suicidal or manic, but they were also in very restrictive environments. In hindsight, we’re able to see their symptoms were justified and we know 17th century psychology isn’t scientifically sound.

No one is feeling 17th centuary nostalgia for Burger King; at least I hope not. The definition of the word as changed to a much lighthearted longing for the past. Feelings of nostalgia can actually be good for you, and like any good thing, marketers want to use that to their advantage.