Imagine if every word in our written language was somehow related to the preparation and consumption of hamburgers. No vowels. No consonants. No regional dialects or accent marks. Just a series of icons that speak the universal language of charred ground beef on a bun.
For better or worse, that day has come. The Saudi Arabian burger chain, Burgeronomy, hired Spanish creative agency Nueve to create a new brand identity. What resulted was a series of glyphs–a language built from minimalist burger abstractions–that represent the wide world of hamburgers.
A triangle is a wedge of cheese. A squiggly line is a “sauce” (let’s just call it mustard). Three parallel lines are fries. And a circle, of course, is the hot umami flesh of a burger itself. Indeed, Burgeronomy has created a gorgeous and fun bit of branding, with its only misstep being the symbol for hot dog, which unequivocally resembles the 180-degree arc of a hard shell taco*.
*If for some reason Burgeronomy actually serves a hot dog on a hard taco shell, we will eat our words on this–and we’d probably try the dog taco, too, so long as we’re at it.